The victim suffered multiple wounds in the broad daylight knifing in Birmingham.
It is the latest violent attack to ravage the city and comes just hours after a footie starlet teenager was stabbed to death during a street brawl.
Paramedics and police were called out to Kings Norton Supermarket, in Hawkesley Square, just after 11am this morning.
The man, who has not been named, was found with multiple stab injuries and taken to hospital.
His condition is understood to be serious but stable.
An eyewitness said: “People have said he was stabbed outside the shop and ran in for help.
“The supermarket has now shut and there are police support officers guarding the doorway.
“There are detectives near the tills with blue gloves on, which I assume is where the poor bloke was found.
“It’s another stabbing to add to the list. It was only a couple of weeks ago that a man was stabbed for his motor around the corner.“
West Midlands Ambulance Service confirmed the attack.
A spokesman said: “We were called at 11.12am this morning to Thistle Green, Kings Norton.
“We were called to reports of an assault. One ambulance and a paramedic officer attended.
“We have treated one patient, a man, for multiple injuries.”
New figures show how Birmingham is in the grip of a knife crime crisis. West Midlands Police dealt with 3,210 blade offences in 2018 – a hike of 17% on the year before.
Officers are dealing with 61 knife crimes on average every week.
The latest attack comes less than 48 hours after teenager Jordan Moazami, 18, was knifed to death near his home in the Harborne area of the city.
Tributes today continued to be paid to the talented youngster, who had coached kids on how to stay out of crime.