Wednesday, April 3

Coupon clipping is reduced when buyers make smarter

Coupon clipping is reduced when buyers make smarter
Nati Harnik / AP file

Margery Gibbs used coupons in a store in Omaha, Neb., in 2009. Coupon use fell in the year 2012, after several strong years.

The good old-fashioned coupon - which in popularity in recent years increased — apparently in disgrace to fall.

Two separate studies show that coupon use decreased significantly, in 2012.

A study of coupon industry consulting company Inmar, found that about 3 billion coupons a decline cashed 2011 were delivered in 2012 by 14.3 percent from 3.5 billion coupons. Found by NCH marketing services, coupon use in 2012 last year fell 17 percent.

The decline came after several good years for the coupon, which indicate that the weak economy had helped coupon clipping back in style. The voucher has also enjoyed his 15 minutes of Fame of pop culture thanks to the reality-show "Extreme couponing," people, to save the documents with thousands of vouchers to hundreds of dollars, the storage, diapers, paper towels and other items.

But experts say that while still in Vogue, many buyers get thrift to save so savvy that they have moved over on the coupon.

"It was like the training wheels... people to teach how to save money," said Phil Lempert, the Chief Executive of supermarket guru of coupons.

Experts say it is quite common for the coupon use to rise when the economy goes south, and you start falling as the economy gets better.

But the economic gains in 2012 not really strong enough people, that to abandon their frugal habits to justify. Moreover, say experts, they saw many other reasons, the coupon usage has declined.

"It's kind of a thousand cuts," said David mounts, the Chief Executive of Inmar. "It is here and as odds and ends."

For starters, there was slightly less coupons. About 310 billion coupons in 2012, down from 313 billion in 2011 and a decline of $ 336 billion in 2010, according to Inmar distributed research the industry.

Last year's batch coupons even more for smaller discounts to be and run faster than in the past, mounts said.

In addition, habits have changed shopping.

Some customers want more than a single coupon, which you have started from a Sunday newspaper clip, said mounts. Instead find more buyers for personalized offers more meet their shopping habits. They want also offers digitally transferred, so that they maintain a stack of paper.

So far, but not such vouchers, widely used. InMAR data shows that more than four out of ten vouchers still out of newspaper inserts.

Frugal-minded buyers more sophisticated ways make money to save will find, Lempert said supermarket guru, which tracks shopping customer habits.

In these days is he more savvy buyers want multiple stores to find the best prices for food and other things. Stops include, drugstores, dollar stores, warehouse chains such as Costco and specialty grocers and ft like Trader Joe's.

You also turn other brands are stored, may be cheaper than name brands, even if there is a coupon for the brand element, he said.

Many younger customers also change their eating habits permanently, he said shopping habits, and may not be as interested in purchase of items that traditionally are discounted with coupons. You can enchant even more such as a four-hour sale on Twitter promoted by novel ways to save.

"Honestly the vouchers were told not their needs" Lempert said.

Extreme couponing fashion may have helped either.

The trend has a setback for some in the industry, who claims that the TV show raised unrealistic expectations.

Lempert thinks that there are also some buyers, who made an uneasy feeling. He said he receives thousands of e-Mails per week from the shopper and response to extreme couponing was largely negative.

Despite these challenges, experts say that the coupon industry customers adapt to change. InMAR of the early data from early 2013 seems more positive trends in the coupon use appear in the last year as, mounts said, suggesting that coupon cutting will vanish probably completely in the near future do not.

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