On impact, Sam reflexively offered an immediate, "sorry," as well. He stepped back, making sure that the girl he'd walked into was alright. He'd accidentally hit her with the basket and he was definitely glad to see that she hadn't started glowing and zooming towards it as most escaped souls tended to do when touched by the vessel.
"You okay?" he asked, righting his gallon of milk in the basket. He was hoping to get out of the store with it intact, of course with his life, that was never a guarantee.
Sam looked up again, wondering if he'd missed any clues while talking to the girl. Because this was where his life was now. Couldn't even have a conversation without looking for souls on the side. But, seeing as he was all about people not dying on his watch, it was what it was.