Shoppers still love their coupons

Coupons may seem like an outdated concept to some people but for others they're a vital part of the shopping experience. The Baltimore Sun reports that shoppers are still happily clipping coupons; a survey from the National Retail Federation found that while only one in five people is a coupon user, those that do use coupons are devoted to them, hunting them down in direct mail campaigns, in newspapers and on websites. Whenever stores or manufacturers have tried to eliminate coupons, the results have been negative.

Part of the reason for the slowdown in coupon usage is the decline in Sunday newspaper circulation, since that's where most coupons appear. Also, some manufacturers have shortened expiration dates or have begun to rely on "buy one, get one free" offers.

Can coupon usage be phased out? It doesn't look like it will happen any time soon. They remain important to retailers and manufacturers that hope to influence shoppers to try new brands and products. Also, stores hope that shoppers who arrive with discount coupons in hand will shop more.

For a tale of coupon success, check out the story of CR employee Anne Galletta, a dedicated outlet mall shopper who also uses coupons to increase her haul.