So here's the deal OP: The first time I went into a TJ's, I was like you-- I could not understand why this small supermarket with limited selection of produce was so popular.
Then one opened around the corner from me. And now I pretty much buy everything there.
It is so much cheaper than regular supermarkets and high quality. Off the top of my head, I love their -- Cheerios, oatmeal, sliced turkey, lobster ravioli, gouda, bananas, strawberries, frozen vegetables, almond milk, coconut water, almonds, peanut butter, jam, cashews, potato chips, eggs, egg whites-in-a-carton, chocolate pudding, Joes O's cookies, ice cream, salsa, spaghetti sauce, pasta, olive oil, balsamic, sauces, indian frozen entrees, frozen vegetable lasagna.
I almost never go to Whole Foods as a result.
One other HUGE bonus: TJ's pays their people a living wage, so their cashiers are all well-spoken (and, I would guess, well educated) and helpful-- they always pack the bags for you. Other supermarkets have surly employees who clearly don't want to be there. WHile at TJ's it's not uncommon for the cashier to look at your bag of apples and say "that one's bruised, let me have them get you another"
Yes, I could be an ad, but I really do love that store.