Saving money means saving money whether the amount is small or large. Who doesn’t savor the sweet treasure of finding a few pennies in the couch cushion or washing machine? Then why not bring about the same results by using coupons to save money on groceries? An alarming amount of Americans do not even know about couponing. More disturbing is the fact that couponing has a numerous community of critics and unbelievers. Despite couponing being a great way to save money, many Americans assume that couponing…
• takes too much time to ever be worth the amount saved
• is too complicated to learn how to do it and be successful
• takes 100% dedication to save anything
• is just a gimmick to get customers in the door and spend more money
• is a waste of effort to save only a few cents
These are some of the misconceptions or about couponing. Even though most can see themselves in agreement with one or more of these excuses and although I concede that couponing can be difficult, I still insist that there are several ways to avoid the common mistakes and really benefit. The big secret lies in knowledge. Prepare well, educate yourself, and reap the benefits. The hassles of spending too much money on groceries will be eliminated and couponing will quickly become a fun activity that the whole family can get involved in. And as Gregory Karp simply puts it, “if it doesn’t (work), You could always revert to buying groceries at full price”(4). Those who know what couponing really is, who it can have a positive effect on, and how available it is, won’t revert back to buying at full price. Chelsea, a mom blogger describes the addiction of saving when she says that couponing is “kinda like seeing the number on the scale decrease. Once you catch a glimpse of what's possible, you become even more motivated to carry on.” (Every Penny)
What is couponing?
Couponing was first designed as a tool by manufacturers to boost the sales on a particular item that wasn’t selling very well. A coupon for money off an item would be distributed so that consumers would see the product and see that they could get it at a discounted price. Couponing was a tool to get products noticed, and it worked. Over time and with much success with the use of coupons, companies adopted couponing as a promotional tool and some very smart people took great advantage of these coupons to save themselves money at the store.
The who, where, when, why and how.
The Krazy Coupon Lady matter-of-factly states that "couponing is for everyone who wants to save money, and that's everybody. We like to say that extreme couponing is the next best thing to shoplifting” (Elmore). Anyone that wants to save money on their groceries is eligible for couponing. Most stores offer some type of coupons in ads in the newspaper or even in their store, so couponing is readily available to everyone. There are in store coupons that each store offers of their own brands, and there are manufacturer’s coupons that can be used at any store which carries that particular brand of the product. There are also great online resources available that make couponing as convenient as possible for everyone that has the desire to try it. Couponing is becoming increasingly popular so if you ask around, it’s very likely someone you know will be willing to help you get started. Couponing, for the best end results, should be something that is done every time you need to purchase items at the grocery store. Once the savings become evident, it will be hard not to let the excitement spread into other areas of your spending. Finding the best deals can be a fun challenge that will be very rewarding. Along with being aware of the who, what, when, where, why, and how of couponing, it’s also crucial to know how to read the coupons and understand the “coupon language”.
Reading the Fine Print.
The best way to stay informed and know what you can and cannot do with your coupons is to learn how to read the fine print. It’s fairly understandable and like everything else about couponing, it will become easier with practice to recognize the important parts. Briana Carter is an avid coupon blogger. She has laid out a straightforward standard for reading the fine print in an easy format on her blog Bargain Briana.
“One coupon per purchase or One coupon per item purchased. This means only one coupon can be used per item. Don’t be confused though because if you have several of the same coupon, it is possible to use them all in the same transaction as long as only one is applied to each product.”
“One coupon per customer/family. If this phrase is found on the fine print of a coupon, it means that it is probably a great deal and the store has to put a limit on it. If the store will allow multiple transactions, simply ring them up separately. If they don’t, then come back or take a friend.”
“One coupon per transaction. This is similar to the previous limitation, but does not mean that you cannot engage in multiple transactions. Again, be aware of the stores multiple transaction policies, plan on coming back or take a friend if you want to use more than one of these types of coupons.”
“Doubling rules. Something that indicates if the coupon can be used with another coupon is the number on it. If the coupon starts with a 5, the coupon can be doubled if the store allows. If the coupon starts with a 9, it cannot be doubled. Some make it very clear by just simply stating “no doubling, tripling, or quadrupling.” (15 Days).
Now that it’s clear what the fine print is telling us, there is one more thing to look out for, and that is coupon fraud. It was a surprise to find out that, among many other things, couponing is also a target for fraud. The Coupon Information Corporation (CIC) warns against coupon fraud and gives some suggestions that consumers should “learn about counterfeit coupons, use coupons as they are intended, be patient with occasional mistakes, never pay money for coupons, and to beware of e-mails that attach offers that seem too good to be true”(A Note), because they probably are!
There is some tricky lingo that makes understanding coupons complicated. Briana Carter gives a low down of all the terms to know so that reading your coupons correctly is possible. When you first look at coupons, you might feel like you’re looking at something foreign. Having a list of abbreviations and translations will clear up a lot of confusion and make it easier for you to use coupons correctly and safely. This is important so that you are sure to avoid coupon fraud and produce the best saving results. Here are the most frequently used terms and what they mean.
Blinkies: In store coupons from Smart Source.
BOGO/B1G1: Buy one get one
BTFE: Box Tops for Education
Catalina: A coupon printed at the register.
CLFE: Campbell’s Labels for Education
CNP: The Coupon is Near the Product
CPN: Coupon
CRT: Customer Receipt Tape.
CVS receipt coupons to be used at CVS/pharmacy stores only.
DND: Do not Double
Double Coupon: Coupon that a store doubles in value
EB/ECB: ExtraCare Bucks you can use at CVS/pharmacy only.
ES: Easy Saver Rebate program from Walgreens.
FAR: Free After Rebate
FIC: Fresh Idea Card (Marsh)
GC: Gift Card
GM: General Mills
IP or IPQ: Internet Printable coupons
IVC: Instant Value Coupon
K: Kellogg’s
MFR: Manufacturer
MIR: Mail in Rebate
OOP: Out of Pocket
OOS: Out of Stock
P&G: Proctor & Gamble, an ad from the newspaper
Peelie: Coupon you peel off package.
PSA: Prices Starting At Q: coupon
RC: Rain Check
RP: Red Plum, and ad from the newspaper
RR: Register Rewards at Walgreens
SCR: Single Check Rebate
SS: Smart Source, coupons from the newspaper
Stacking: Using multiple coupons for one product.
Tear Pad: A pad of coupons or mail in rebate near a product or on display.
UPC: Universal Product Code
WT: Winetag, rebate on wine bottles
WYB: When You Buy
YMMV : Your Mileage May Vary, depending on store policies
$1/1, $2/1, $2/2, etc: This means you will get $1 off 1 product purchased, $2 off 1, $2 off 2, etc.
2/$1, 3/$4, 4/$5, etc: This means two items costs $1 or .50/each, 3 items costs $4 or $1.33/each, etc.(15 Days)
After considering these aspects of couponing that mostly involve yourself, it is absolutely necessary to take into consideration what others say about it to achieve maximum understanding and, therefore, success.
Doubts about couponing. The problems and the solutions
Busy Americans have the tendency to believe that there is no possible way they can add one more thing into their day without going crazy, so to mention couponing is just like adding another brick to the pile on their back. They deplore that clipping coupons could never actually simplify their lives or save them anything. The interesting thing about this claim is that it is put into question as quickly as new technology is introduced. The wonderful world of web is truly magnificent. There are several online sources available to assist with every possible couponing concern. Websites like pinchingyourpennies.com, redplum.com, grocerysmart.com, and many others are easily accessible. Browsing blogs for local deals or helpful hints are a great way to get some motivation from someone just like you in the community. Getting started with coupons can be as simple as searching online for a few extra minutes, which may already be a routine step in your daily schedule. Replace five minutes of TV time with a quick search for the local coupons, or do it while you watch TV. John Antil bluntly admits that “by not taking advantage of the coupons available, the nonuser is simply foregoing an opportunity to save money” (322).
Pinching Your Pennies is a great source for saving you time. On their website there is an info page you can go to labeled Coupon Lists. Program your city into the website and the coupon list will show every coupon that comes in the mail, so you don’t have to search through every ad or newspaper. You can easily do a search to find certain items or brand names on that web page. Even more convenient is their shopping list. If an item is clicked on, it will add that coupon to your shopping list and once you’ve browsed through all the coupons you can print out the list. This process is revolutionary for all of the old time couponers. Now they can simply get online and find every coupon that they need instead of searching, cutting, and organizing every coupon. With these tools, all you need to do is put the date on the ads that come in the mail, or however you get coupons, and keep them in a file together. Once you’ve made your coupon shopping list on Pinching Your Pennies, simply grab the ad with the matching date on your printed coupon shopping list and take it to the store with you. John Antil suggests that “saving and using coupons may be one of the most productive ways many consumers can use some of their free time” (323). I completely agree and endorse the fact that if Americans were looking to fill their free time with anything, couponing would one of the first activities I would suggest. It is much more productive and rewarding than a number of other activities that some choose to do with their free time. “The average American watches more than 4 hours of TV each day (or 28 hours/week, or 2 months of nonstop TV-watching per year). In a 65-year life, that person will have spent 9 years glued to the tube. (Television)
In an article titled “Coupon use: Is Cents off Sense or Nonsense?” the practicality of actually saving is questioned. Their research reveals that the most common coupon is only for twenty five cents off. Antil in “Couponing as a Promotional Tool: Consumers Do Benefit” gives the best response to this doubt when he says that “it is the consumer’s option to decide if it is worth his or her time and effort to save and use available coupons” (322). What Antil is suggesting is that there is no harm in trying it out, because saving twenty five cents is still saving, and if you do stick with it you will quickly realize how fast those quarters can add up. Then of course there are always those awesome deals that come along that allow you to save two dollars or more, and suddenly half the price of you total bill has been sliced off with hardly any effort at all. Chelsea, a stay at home mom, blogged about this very thing. She kept track of her savings over a two week period and realized that her total without coupons would have been $783.81, and with coupons it was only $368.95. She saved more $414.86, that is more than she spent and a 54% savings! (Every Penny)
Research in the article “Coupon use: Is Cents off Sense of Nonsense?”, also states that the most highly couponed items are highly processed foods and non-food items, therefore these are the most highly purchased items with coupons. Joanie Demer, also known as The Krazy Coupon Lady, reveals that “one misconception is that coupons are available only for prepared foods, not for fresh produce, for example. There are few things that I've never seen a coupon for, even organic foods” (Elmore). Therefore, with the right planning and enough self control, it will soon become natural to avoid the mistake of purchasing too much junk food, just because you can do so and get twenty five cents off. It is not necessary and it will not save you money if you try to use every single coupon that you ever get. Be picky about which coupons you are going to use, and only use the coupons on items that you will already be purchasing. Sometimes this may include treats, but don’t buy every treat item that has a coupon, because that will be a lot!
Couponing is said by many to just be a gimmick to get people in the store and purchasing more things than they really need. Again, this pitfall can be avoided with the proper planning ahead of time. Don’t go to the store without a shopping list. Know which coupons you have and which items you want to use them on. It takes discipline, but going into the store with a purpose will make it a quicker trip, and the things that will be purchased will be healthier and more likely to be used instead of wasted.
Real Life
Andrea Schmutz, a wife, a mother of five, a local community member, and the inspiration for the research that I have conducted, is living proof that couponing, out of necessity, is simple. After her husband lost his job many years ago, Andrea decided to pull out some of the skills her mother had taught her about couponing. She started small and gradually got better at it. Now, ten years later, she literally saves her family thousands of dollars a year. Andrea was kind enough to tell me about her method, what she has learned along the way, and gave me some great ideas to inform other beginners. Her method, is very convenient, even a game that she and her children cherish. Couponing has become so natural to her, that she says she “never pays full price for anything.” Their monthly grocery bill is $150-$200, and that’s for a family of seven!
Andrea truthfully explains that couponing is time consuming to start, but if you stick with it, discipline yourself and your purchases, and build a good food storage, you’ll save more than all the mistakes that you make at the beginning with silly purchases” (Schmutz). This statement was very motivational coming from someone who can actually say that it’s true, based on personal experience. It’s somewhat comforting and encouraging that anyone can count on saving more than all the mistakes they will make when they start. The good news is that it does not take very long at all to become acquainted with finding coupons, and it will become just as comfortable as regular shopping in no time.
Don’t do it alone. Find someone who already knows how to do it, who is successful, and who is willing to show you the ropes. Maybe they would even go to the store with you the first few times so you aren’t tempted to buy things that you don’t really need. When Andrea started couponing, she called around the neighborhood and asked every person if she could have the ads that they weren’t using. This way she had the Sunday paper that she subscribed to, plus all of the neighbors’ coupons that probably would’ve been recycled. This allowed her to save even more because she stacked or doubled her coupons. The other great thing about having several coupons for the same product is that it allowed her to build her food storage a little at a time. Pinching Your Pennies recommends that “when a great deal is found, buy in bulk. Buying a lot of one thing at a great price can lead to never having to pay full price again” (Coupons 101).This was convenient for a busy mother of five to not have to run to the store every time the peanut butter ran out, but instead just grab a jar from the storage and move on with the day. “If you’re looking for something to quickly pull out of the freezer and heat up, why not cook with the kids on the weekend and freeze pre-cooked meals for later in the week?”(Home Cooked). When it’s analyzed from this point of view it is easy to see how couponing really does save time and money. A trip to the pantry is a lot faster, cheaper, and healthier than running to the store for the second or third time that week, or worse, stopping to grab fast food. In the fast food market “customer’s health gets pushed to the side. Fast food is usually low in fiber and high in fat, calories, sugar, and salt.”(Home Cooked)
Andrea also shared her experiences that she had at the store. Because she has been couponing for so long she knows where she likes to shop, what time she likes to go, what times she likes to avoid, and when the stores get their shipments in so that she is sure they will have what she needs in stock. She has also learned how to ask questions. If the store is having a sale, she knows she wants to go to that store because she can usually use her coupons on top of the sale priced items. Checking the fine print is important for information like that, but she said most of the time stores will allow it. She calls the store to ask what day they stock, so if she can’t make it on the first day of the sale, she knows when the next shipment of products will be in and she’ll go then. This way she avoids the rush of the first day of a sale and knows that they will have every item that she wants to get there.
Get to know the cashiers. Andrea has become a regular at her favorite stores. She tries to go to the same cashier every time she goes, and then she gets to know them. They are more patient with her because they know her and know that she’s going to use coupons. She even said that once the cashier at a certain store began to recognize her, she would tell her about deals that she missed with her coupons or hidden savings that you have to ask about to receive. Andrea told me about one cashier who rang her up and had a worried look on her face because the total was higher than it normally was when Andrea came to her cash register. The cashier was double checking and making sure she didn’t make a mistake because she knew that Andrea never spent much when she came in.
Another great way to learn new things and be sure you didn’t miss anything is to ask questions and ask for advice from strangers you see in the store. If you notice someone else in the store with their coupons or ads, don’t be afraid to ask them about any questions you have. They might be able to point you towards a sale that wasn’t in the ads. They may be able to direct you to a different store where they found a better deal. Jessica Reinhart reminds us that “if your favorite retailer doesn’t double coupons, it may be time to start shopping for a new one, preferable one that does employ this practice” (Double Your Savings). If you are really in it to save and find the best deals, you might consider switching stores or brands. This does not always mean sacrificing quality, sometimes it may be an upgrade. Be willing to try new things and you may discover something that you love. Others may even be willing to give you some coupons that they aren’t using that you might need.
It is fun to recognize the community of couponers and the support that they have for each other. One aspect of couponing that makes it worthwhile for anyone to try is that it can make it possible for you to serve others. It could be the greatest service that you give to your family in times of financial distress and need for survival. It might be that the money you save is put back into the community towards a service project or local fundraiser for other people in need. Or simply your experience with couponing, your knowledge on how to save your money could be a great service that you might be able to teach to someone else that may be in need. Just like Andrea’s neighbors were willing to give her the coupons they weren’t using, she now makes it a point to call friends up when there is a really great deal that she knows they could take advantage of, and she gives coupons that she knows she won’t use to people that can.
To pull it all together, couponing is just one great way to save some extra cash. Being informed, knowing what couponing is and how it can be used is the first step in the process. Another step is being informed about all of the mistakes and traps you can get stuck in. Being aware of the criticisms makes it possible and easier for you to avoid them so that the greatest saving potential is reached. Finding the right discipline and motivation to stick with it and fight through the first few times will be very rewarding and lead to better times ahead and greater comfort in finding the things that you really need. Becoming involved in the couponing community is an important step for success, talk to others who know how, ask tons of questions and try out some new things. There are endless resources available online for everyone with any interest. Most importantly, give back. You will make new lifelong friends, change someone else’s life, and you will definitely change your own life. So have fun and try it out, there’s truly nothing to lose.
Bibliography
“A Note to Consumers.” Coupon Information Corporation, 2011. Web. 18 Mar. 2011.
Antil, John H. “Couponing as a Promotional Tool: Consumers do Benefit.” Journal of Consumer Affairs 19.2 (1985): 316-27. EBSCOhost. Web. 18 Mar. 2011.
Carter, Briana. “15 Days of Couponing.” Bargain Briana, 2009. Web. 29 Mar. 2011.
Chelsea. “Every penny adds up – Why couponing is worth it.”Chelsea Said So, 2009. Web. 20 Apr. 2011.
“Coupons 101.” Pinching Your Pennies, 2010. Web. 18 Mar. 2011.
Elmore, Leigh. “Passionate About Empowering Women.” Women in Business 63.1 (2011): 24-27. Academic Search Premier. Web. 4 Apr. 2011.
“Home Cooked vs. Fast Food.” Mind Mart. Web. 20 Apr. 2011.
Karp, Gregory. How to Save Money on Food: Stockpile, Clip Coupons, and Eat at Home More. New Jersey: Pearson Education, 2010. Safari. Web. 18 Mar. 2011.
Neslin, Scott A., Caroline Henderson, and John Quelch. “Consumer Promotions and the
Acceleration of Product Purchases.” Marketing Science 4.2 (1985): 125-45. JSTOR. Web. 18 mar. 2011.
Newman, Jacqueline M., and Susan Dubno. “Coupon use: is cents off sense or nonsense?”
Journal of Home Economics 78.4 (1986): 24-27. Wilson Web. Web. 18 Mar. 2011.
Reinhart, Jessica.“Double Your Savings With Double Coupon Deals.” Groceries. Red Plum, Mar.2010. Web. 18 Mar. 2011.
Shmutz, Andrea. Personal Interview. 4 Mar. 2011.
“Television and Health.” The Sourcebook for Teaching Science, 2007. Web. 20 Apr. 2011.
