> At a Glance
> – A 1997 H-E-B receipt for 122 items totaled $155.
> – The same cart today rings up to nearly $500, a 220% jump.
> – Zoe Dippel‘s TikTok exposing the leap has 2M+ views.
> – Why it matters: Shoppers see concrete proof of today’s grocery squeeze.
A faded grocery slip unearthed from a family baby book has become the latest viral testament to rising food costs.
The Discovery
Zoe Dippel, 24, found the June 20, 1997 H-E-B receipt while flipping through her late mother-in-law’s keepsake. The list covered 122 everyday items-produce, baby food, diapers for twin girls-and stopped at $155.
> “We were immediately shocked,” Dippel told News Of Los Angeles. “Our jaws dropped as we read the prices out loud.”
She posted the receipt on TikTok; 2 million views poured in within days.
Then vs. Now
Using H-E-B’s app, Dippel repriced every item:
| Product | 1997 Price | 2024 Price |
|---|---|---|
| Little Debbie brownies | $1.09 | $5.75 |
| Coffee (bag) | $2.47 | $9.43 |
| Diapers | $12.99 | $31.47 |
| Total cart | $155 | ~$500 |
The exercise showed a 220% increase, far outpacing the dollar’s doubled buying power since 1997.
Viewer Reaction
Comments ranged from disbelief to validation:
- “I’m sorry, CENTS?!?!!” on 29-cent produce.
- “It makes me sick to my stomach to see how expensive groceries have become.”
- One viewer noted her father once supported five people on the salary she now earns; she and her husband still struggle despite two incomes.
> “It shouldn’t be this hard to live,” Dippel said.
Key Takeaways
- A 27-year-old receipt underscores modern grocery pain.
- Prices on staples have tripled or more.
- Minimum wage rose only from $4.75 to $7.25 in the same span.
The slip, printed on old ink paper instead of today’s thermal roll, has become a tangible yardstick for shoppers feeling the pinch.
