FREAK Shots: Time to Break Out the Valpak?
Not surprisingly, coupons are making a comeback recently — and some shoppers claim they’re cutting their grocery bills in half, reports National Public Radio.
But why had coupons been less popular in the first place?
For many, they weren’t worth the effort, according to one study published in the International Journal of Consumer Studies (gated), which found that 40 percent of those who used coupons didn’t end up saving enough to make up for lost gathering time.
Canadian researchers Jennifer Argo and Kelley Main suggest in their paper (gated) that others in a checkout line perceive a coupon-user as being cheap, to the point where the stigma rubs off on anyone associating with that person.
Right now, saving money likely trumps concerns about being called a cheapskate and wasting time; but another study, reported in Money magazine, says that coupons often help you spend more than you save. (Indeed, businesses promote the coupon as a valuable revenue booster.)
So the question is: when is it worth it to clip (or download)?
Blog reader Doug Orleans sends in another marketing tool masked as money-saver from a Louisville, Ky., bar: