If you can read, you can learn EVERYTHING! Reading is knowledge itself. If you read, there is no limit to the knowledge you gain. There is no limit to the places you can go.
For children, it fuels the imagination. It enriches their world and view of the world. Although the time they start to show interest in reading and the rate of progress they make vary, it is important to encourage them. Reading is such an important skill every child must achieve.
What was odd about their shopping?