"Baking for family and friends is a cherished holiday tradition, and Safeway offers shoppers great value on a wide selection of baking essentials," said Barbara Walker, SVP of consumer marketing for Safeway. "Safeway is determined to provide our shoppers with exceptional deals on a variety of baking basics and beyond to help with easy entertaining all season long, no matter the occasion."

To make the holidays even sweeter, the Safeway website and mobile app make finding the right holiday items, recipes and deals even easier. Safeway shoppers can receive personalized savings on-the-go this holiday season with the Safeway app and can save up to 20 percent more on top of great Club Card prices with just for U, an easy-to-use mobile and online savings tool offering digital coupons and personalized deals. Visit the Safeway Holiday Site or download the Safeway app on your mobile device for sweet savings all season long.

"Everybody can get behind the fun of creating holiday sweets and treats," said Jeff Anderson, executive chef of the Safeway Culinary Kitchens. "With a wide selection of baking items, Safeway makes it easy for shoppers to discover simple crowd-pleasing desserts or keep tradition alive with baked-from-scratch goodies. Beyond the delicious items in our stores, the Safeway holiday site is full of helpful tips and recipes to inspire bakers at all levels."

To further celebrate the season, Safeway is conducting the Tastier Holiday Recipe Contest with three grand prize winners each receiving a $1,000 Safeway gift card. Visit the Safeway Facebook page now to view finalist recipes that may add inspiration to your own holiday menu and vote for your favorite before December 15. Shoppers can also follow Safeway on Twitter, connect with Safeway on Facebook and find creative holiday ideas all season long from Safeway on Pinterest.