A resurgence in coupons, but people still hate them
Filed under: Budgets, Food, Shopping
We used 10% more coupons in the fourth quarter of 2008 than we did during the same time last year, according to Inman, a company that processes promotions. For the whole year we collectively reached into our wallet and pulled out 2.6 billion pieces of ratty paper. But that's nothing compared to the 7.9 billion pieces of indignity we used in 1992 at the end of the last recession.The recession is leading us all to do things we'd rather not. Coupons are one of them. The company says coupon use was actually down for most of 2008, but really surged in November and December. Coupons are shifting from supermarkets to mass marketers and getting more valuable. And sellers are using them more: they produced 317 billion last year.
So it's still less than one in 100 coupons turned in, even in the worst economy in most of our lifetimes. Why? Because we hate coupons. They make us feel like we're being led around to not only buy what an ad sells us, but carry around little scraps of paper, treat them like currency and risk the wrath of some unruly clerk who finds some reason not to accept them. (And here I know I am biased from living in New York City, where grocery stores refuse coupons with impunity and glee.)
I just feel like a sucker using a coupon: surely for the cost of printing 100 coupons and processing mine, someone could have just lowered the price a little. Store coupons -- as opposed to those issued by a manufacturer -- are the worst: just have a sale, don't put me through the little song and dance. As the economy gets worse I may become desperate enough to use them, but for now I'm cutting back in other ways that don't feel so grubby.
Reader Comments (Page 1 of 1)
3-07-2009 @ 9:18PM
regina said...
think they need to be better targeted & available via cell and printable off internet. and of REAL value. at the end of the day, they're promotions, so it's a tricky balance. am trying to crack the code.
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3-10-2009 @ 12:34PM
Karla said...
I love coupons! I use them weekly. I save on average $150 - $210 per week. NO JOKE! And I've been doing this for going on two years now.
Our son is grown and doesn't live here however he shops here so he benefits from this as well. I wish I would have known about coupons when he was still at home. When I have too many extras I give them to my friend and her family.
I clip coupons each week, shop each week, and purchase only what's on sale AND have a coupon for. I only purchase things my family will use. I stock pile. When were out of a product such as shampoo, etc., we "shop" from home (my stock pile). The only thing I purchase without a coupon is something that "I have to have".
Yes it takes some time to clip them and then do your shopping with them, however it's money in the bank. I highly recommend it! You'll be amazed at how much money you can save.
3-10-2009 @ 12:34PM
Karla said...
Coupons are available online for you to print, also you can load coupons to your grocery card. I have a Kroger card and can load coupons on it. You may have to check with your grocer.
3-08-2009 @ 7:51PM
BG said...
Coupons are an inexspensive way for small companies to introduce new products,and create awareness. Why would anyone not want to take advantage of saving $$$$ ?
The companies can target where they are distributed and not shotgun their approach. There are some great values to be had if you take the time to look. Professional coupon companys such as MoneyMailer and Valpak make marketing available for the little guy .
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3-16-2009 @ 12:56PM
carol said...
I just did my March stockup shopping trip yesterday, coupons in hand. I went to 2 stores; one doubles and even had a special unheard of promotion of doubling $1 coupons, up to 4 of them. The other store was a single value store. I spent $253, saved $70.95 in coupons. The cpns weren't for all junk either, which we really don't buy. I had cpns for basics: rice, salad dressing, cheese, cereal, tea, juice, shampoo, TP, body wash etc. I agree that OFTEN there are only just convenience item cpns that I won't use, but one CAN find (I don't buy mine either) cpns for regular products. Lately, I have noted that some of the basic cpns are for little value: Downey 20 cents off. @ $4/bottle w/ 6% tax here, it doesn't even cover the tax. Internet cpns have led to alot of fraud, most stores here won't accept them anymore so I don't waste my time/paper/ink on them. I've always been a cpn user, it helps me to keep our costs down.
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3-09-2009 @ 1:35PM
Bas said...
"Grubby?" Seriously?? I use coupons - I usually save between $5 and $10 every week on $100 spent. Why on earth would it be considered being "desperate" to want to save around $400-500 a year on things I'm going to buy anyway? Not bad for the 15 minutes it takes me to clip, sort and file on a Sunday morning.
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3-10-2009 @ 10:54AM
focusdriven said...
Carol,
Keep your nose in the air.
Coupons are a fantastic way for companies to test-market ideas to drive business. If everyone just lowered the price a little, then everything would just become a commodity. A temporary enticement to get me in the door to try something new is a very good way to feel the market. Why do you think coupons are still around??
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3-10-2009 @ 9:58PM
sheri said...
I do coupon, saves 10 to 20 dollars each time. I feel good when I save that much.
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