Why You’re Coupon-ing All Wrong

When was the last time you clipped a coupon? Perhaps even more important, when was the last time you used a coupon, in general? The first question might be one you have a hard time answering since the days of clipping coupons seems antiquated at best, something you’d probably remember a parent or grandparent doing every Sunday within the confines of the newspaper (yes, we can remember those, right?).

Coupons have graduated of sorts with more of them taking the shape of online ones, with promotional coupon codes at checkout and other means of savings money, earning free shipping or getting a better rate on a bulk deal.

No matter what type of coupons you’re using (or not using), you shouldn’t be making it a habit of overlooking just how important these discounts are, both from a saving money perspective and as a means of getting what you want and having a better price dangled before your eyes, only to ignore it because quite frankly you’re coupon-ing all wrong.

The fact remains that despite a bevy of coupons being distributed to the masses, the actual usage of them is quite low relatively to those totals.

Roughly 305 billion coupons were distributed just five years ago, but less than 4 billion of those were redeemed (roughly 3.9 billion).^[1]

Granted, not all coupons handed out are for things we need, but to have a 300 billion to 4 billion ratio seems off, to say the least, and would suggest that coupons are not a high priority for consumers, despite being able to save money.

The money savings aspect being ignored is troubling when you think about the household income, on average, versus how much you could potentially save by simply using coupons. The average yearly savings for those who used coupons was anywhere between $1,560 to $2,600.^[2]

So the question remains, are you using coupons at all? If you are, have you stopped to think if you’re using them correct or are your money saving, coupon clipping or using promotional codes being done all wrong?

Here is some insight, and tips to not only maximize how often and how much you use coupons, but also the best ways to save as much as possible, whether you’re in the business of clipping them or using the electronic versions.

Coupon Stigma: Why using coupons makes you savvy, not cheap

What’s the biggest reason most refuse to use coupons as part of their shopping route? You could argue that a big reason is the coupon quality has “jumped the sharp,” with far too few coupons wroth redeeming.

A recent study suggested that nearly half (46 percent) of shoppers say that coupons just aren’t worth clipping these days because the products aren’t of interest.^[3]

But what about those of the online ilk? Sure, if you’re not interested in a particular food item that is “on sale” via a coupon, so be it, but online coupons have dispelled the notion that coupons aren’t worth their weight in pure gold, so what else do you got?

The truth is coupons are passed on because of the stigma that surrounds them: people feel that coupons make them look cheap or as if they’re not earning enough money so they “have to” use them.

That couldn’t be further from the truth.

Not only do retailers want you to use coupons, but households that often do well financially are more inclined to use coupons than one that is at or below the medium income level.

A household that makes more than $100,000 per year are twice as likely to use coupons versus that same household that has an income of around $35,000.^[4]

Sounds to me that the rich get richer (and smarter) by using coupons, and certainly don’t feel embarrassed or ashamed at the idea of clipping a few coupons more that just from time to time.

Another interesting study revealed that coupon “shaming” is a real thing, with 22 percent polled stating that they did indeed feel as though they wanted to hide the fact that they were using coupons. Funny enough, that same study also showed that saving money trumped all, however, with 57 percent of that same group stating that if they were saving money, using coupons dismissed any ill-feelings that might have of being stereotyped.^[5]

So ignore the so-called stigma that using coupons makes you cheap, because in reality you’re better off financial for it.

Coupon Saving: At end of the day, you save money, and are a happier shopper

If you’re inclined to believe that coupons somehow label you as being cheap or less fortunate than others, you’re still not fully grasping conceptually what coupons mean at the root of them: saving money, not to mention being a happier shopper.

Sure, some coupons aren’t worth the paper they’re printed on because you have no need for them, but how do you feel when you get a $20 off coupon if you spend $50, or those thoughtful birthday savings you’ll receive from a department store, just giving you $10 just for the sake of it?

Chances are, those coupons elicit the kind of response that retailers want, granted, but also allow you to spend and feel good in the process. This isn’t to suggest you should “mortgage your future” by buying just for the sake of doing it, but if Kohl’s or Macy’s gives you $10 for your birthday, go find a cheap, clearance top or put it toward those dress shoes you need (key word) and have been waiting for the best time to buy.

A recent study, circa 2012, suggested that even just a $10 gift card made the masses roughly 11 percent happier as a result.^[6]

Financial experts warn that shopping is an enjoyable activity, and could lead to overspending, but this is more about buying what you need or spending accordingly in conjunction with more than just frivolousness at its finest.

Online coupons really have changed the landscape and perception of coupons, too. These are coupon codes that are sought out and the web site then becomes a destination, rather than the older means of leafing through a circular mindlessly hoping to find something.

Shoppers are smarter, savvier and ultimately know what they want and how to find a way to save.

Online shoppers have spoken loud and clear on how they value coupons, to the tune of 91 percent suggesting they’d revisit a retailer because they were offered a coupon, and another 57 percent letting retailers know that buying wouldn’t have been an option without a coupon at their fingertips.^[7]

Coupon Extremes: Why ‘extreme’ coupon-ing isn’t the route to go, either

The “extreme” coupon phase (which still exists on some level) really made the idea of clipping or redeeming coupons as more of a niche, hoarding level type excursion rather than offering moderation as a happy medium.

The general feeling on those who save hundreds or thousands on extreme “coupon-ing” is that its not really worth the time or effort, and most coupon-ing done on that level is often abandoned for a variety of reasons, ranging from common sense kicking in or realizing that you’re spending a lot up front, and don’t really need to do that.

Most of what ails extreme coupon-ing is that you’re really limited to buying what is on sale, and often those items are repeating offenders, meaning they’re always on sale and thus lose their luster week after week, after week.

The hidden costs often add up, too, if you consider you’ll spend about $1,400 on printer ink and Sunday papers alone if you’re consistently trying to get your hands on as many coupons as possible, whether you clip or print.^[8]

Truthfully, the real drawback about “extreme” coupon-ing is the time involved, at least that’s what those who have done it have said about one of the negatives. Some actually refer to it as a part-time job of sorts, putting in as many as 20 hours per week on it.

One “extreme” couponer did the math, and realized she was losing money on the endeavor, and would have been better served to take the hours she did this each day and got a part-time job instead.

She was saving about $50-70 per week, and put in about 8-12 hours each week hunting down coupons, with a savings of about $8.75 per hour, hardly worth the time it would appear, and in this example she made $20 per hour at her job.^[9]

Also, you have to keep in mind, as far as your grocery bill goes, that a lot of the discounts you get from using coupons come on brand-name items, so rather than devote that kind of time, just buy generic alternatives, which end up costing the same or even less than the brand names with the use of coupons.

Coupon Bottom Line: Stick to simple, smart ways to use coupons like a beginner

You have start looking at coupons from the most simplest levels, almost like a beginner but all the time. Avoid getting involved in “extreme” level of clipping or saving coupons, and instead just follow simple tips to save the most, without stockpiling Tide or toothpaste to the tune of losing your entire basement to this job, of sorts.

Coupons really should be viewed on two levels: online and paper versions. The latter almost feels as though it can be ignored if you avoid brand name buying, but if you’re heart is content on Cascade or Windex versus the generic alternative, then clip away, but try to not to let it run your entire life outside of your job, the kids or other things that should take precedent over coupons (almost sounds silly to say, really).

If these coupons come in the form of clothing retailers, for instance, that want you to spend to save, proceed with caution and only from a place deep inside you that knows the difference between “wants” and “needs.”

The same goes for the online versions, too.

Online coupons really are the most expedited and inexpensive way to use coupons, mostly due to not having to print anything but instead implementing a code to save money. Again, make sure online codes are used only as needed or sparingly to maximize savings, not just for the sake of it.

Roughly 71 percent of people use online coupon codes as a driver to make a purchase, and hard to believe but that number is at 88 percent for paper coupons, even still.^[10]

This suggests that the shelf life for coupons is alive, well and kicking, and that having access to them means you’ll be inclined to use them, and in some cases only shop if you have them.

Not surprisingly, if you truly want to save and coupon the right way, you’d be wise to stay in tune to social media. Polled marketing officers of major retailers suggest that they are inclined to share information over social media platforms at an alarmingly strong rate (around 93 percent, in fact), so while paper coupons still have a place, you have to wonder much like newspapers if they’ll eventually be phased out with social media having such a presence coupon wise.^[11]

Saving money and clipping coupons are time-honored traditions that date back to simply wanting to lower grocery bills by saving a few cents off butter, milk or laundry detergent. Coupons have grown up, expanded via the world wide web, and the influx of online shoppers who prefer the comfort of their own home either instead of or in conjunction with shopping at big-box retailers in person.

No matter how you shop, the one universal trait of consumers around the world is saving money on the things you want and need, and nothing gets that done quite as well as coupons and being on the lookout for savings.

Sure, you can save money by taking advantage of after-holiday sales, clearance items and buying in the “off” season, but coupons are a consistent, all-encompassing way to avoid having to wait or buy in a particular month or time of year.

That is, of course, if you’re using coupons properly.

No one is suggesting you become an extreme “coupon-ing” aficionado, with 150 boxes of Tide in your basement, and enough canned tuna to last an eternity but instead avoiding ignoring just how beneficial coupons can be, and how much more robust your bottom line can be as well if you just opt to clip, scan and save with one swipe of a simple coupon.