1. A computer system for generating a shopping list, the computer system comprising: a memory device for storing retail data on available retail items; a digital computer programmed to: (a) enable a virtual merchandising option which allows a manufacturer's branded item to be associated with one or more retail items stored on said memory device; (b) receive consumer purchase data relating to retail items defining selected retail items; (c) determine if a virtual merchandising option has been associated with said selected retail items; (1) if said merchandising option has been purchased for said selected retail item maintaining the association of said manufacturer's branded item with said selected retail item; (2) if said merchandising option has not been purchased, switching said selected retail item with a generic shopping list item; and (d) generating a shopping list taking into account said selected retail items and said merchandising options.