Superstores can be more than just a place to stock up on groceries and household items—they're also a spot to buy life insurance policies.

And consumers are warming up to the idea, according to a new survey.

Nearly one in five consumers (17 percent) would be willing to purchase life insurance coverage directly from a retail outlet, according to findings from the 2013 Insurance Barometer Study, conducted by LIMRA and the LIFE Foundation.

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