Seventy-eight percent of US shoppers plan to make baking cookies a family activity during holiday season, with 82% planning to serve or gift homemade baked goods, survey says

PLEASANTON, California , December 4, 2012 (press release) – According to a recent Safeway (NYSE: SWY) survey, 78 percent of shoppers plan to make baking cookies a family activity during the holiday season, with 82 percent planning to serve or gift homemade baked goods. Whether baking from scratch or looking for the perfect ready-to-go dessert to take to a party, Safeway is the destination for everything shoppers need for baking this holiday season.

"Everything we do at Safeway is driven by meeting our shoppers' needs," said Mike Minasi, President of Marketing for Safeway. "That's why we are providing a wider selection and unbeatable deals in every aisle throughout the holiday season."

With 92 percent of shoppers seeking value on baking items this holiday, Safeway enables shoppers to save up to 10 - 20 percent more by using Just for U™, an easy to use mobile and online savings tool offering digital coupons and personalized offers.

"Baking around the holidays is a time-honored tradition," said Jeff Anderson, Executive Chef of The Safeway Culinary Kitchens. "To help shoppers get in the holiday spirit, Safeway has created some amazing recipes and tools that put a new twist on baking."

Impress Your Guests with Personalized Baking Items

With 50 percent more custom decorating items in the baking aisle at Safeway this holiday season, it is now easier than ever to find just the right sprinkles, decorations and gels to personalize pre-made or homemade treats. Bakers of all skill levels can now shop for the decoration assortment they need to top a decadent dessert or simple sugar cookies – and truly wow guests and friends.

Share a Virtual Treat with Family and Friends

Create a virtual treat with the new Virtual Cupcake Decorator, available through the Safeway Chef Assistant App. Easy for all ages, the Virtual Cupcake Decorator allows kids and parents to choose an icing, frost a cupcake, and select a multitude of toppings through a virtual decorating process. Completed virtual cupcakes can be emailed or shared via Facebook and Twitter to help spread holiday cheer.

Add Some Sugar and Spice to Your Table

Delight family and friends by pairing home baked desserts with holiday cocktails. Recipes for delectable combinations of cocktails and desserts, including the World's Best Cookie paired with a Sweet Tequila Squeeze or a Date Cake paired with a Pomegranate Rickey, can be found on the Safeway Holiday Site.

Visit Safeway's Holiday Site or the App Store™ to download the free Safeway Chef Assistant App with the new Virtual Cupcake Decorator. Follow Safeway on Twitter and connect with Safeway on Facebook and on Pinterest.

About Safeway

Safeway Inc. is a Fortune 100 company and one of the largest food and drug retailers in North America, based on sales. The company operates 1,644 stores in the United States and western Canada and had annual sales of $43.6 billion in 2011. The company's common stock is traded on the New York Stock Exchange under the symbol SWY. For more information, visit

In December 2012, Safeway surveyed 279 Americans age 23-55. Source: Survey Monkey.

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