East Village Grocery Outlet produce — Photo courtesy of Jennifer Pyun, San Diego Creative Entrepreneurs

East Village residents are celebrating the opening of a new Grocery Outlet, near PETCO Park and East Village Tavern and Bowl, in downtown San Diego. Shoppers can expect to pay up to 50% off at the largest "extreme-value" retailer in the U.S. The brand new store prides itself on discount shopping without the discount atmosphere.

East Village Grocery Outlet is family-owned and operated by San Diegans, Steve and Kim Smith, who have also enlisted the help of their children and 40 other local employees who will work full and part time. The store is a large 18,000 square feet with 50 of its own parking spots.

Beauty items at East Village Grocery Outlet — Photo courtesy of Jennifer Pyun, San Diego Creative Entrepreneurs

The nine aisles will feature a healthy grab-and-go deli, fresh produce, wine and beer, as well as health and beauty products. Grocery Outlet sources merchandise straight from manufacturers who may have overstock or excess packaging to fill. Inventory changes so shoppers should stop by often and stock up when they see favorite items on the shelves. For example, shoppers were able to score a $9.99 pack of Burt's Bees lip balm for just $5.99, as well as Cloud Star Eco Dog Treats for $1.99 versus full retail price of $5.99.

Tourists who forget to pack necessities or need snacks will also benefit from the new store, which is walkable from Hotel Indigo and other popular downtown hotels.