Coupon Craze Essay

1953 words - 8 pages

Coupon Craze: Is it worth it?

Abstract
In today’s world people are always on the go and always wanting to have things so fast. It is surprising to find that not everyone wants the cheapest price however. Couponing has grown to become a popular craze due to the recent airing of the reality show Extreme Couponing. Only 2% of all printed coupons are actually used in today’s economy. This is especially surprising when you can find coupons in so many places today. There is the Sunday paper, internet coupons, and mobile coupons. There are also many stores that offer store coupons that can be combined with manufacturer coupons to save even more money. Even if you do not have a ton of time to ...view middle of the document...

Couponing can actually save you at least 50% of your monthly grocery spending without spending hours searching and shopping like some may have seen on the reality show Extreme Couponing on TLC. No one is saying you have to create a huge stockpile but coupons can help anyone save a few dollars which in today’s troubled times is always helpful. “In 1985 $180 billion worth of coupons were issued.” (Howell, 1991, p1.) Coupons are at everyone’s fingertips.

Review of Literature
History of the Coupon
Coupons began printing in 1895 when C.W. Post wanted to promote his new Grape Nuts cereal. “The number of companies offering coupons has increased from 350 in 1960 to more than 2000 in 1982.” (Antil, 1985, p.316) Coupons are printed mostly for consumer packaged goods and nonfood items like beauty products, detergents, and soaps. “Manufacturers of clothing, toys, games, sporting equipment, hotels, and fast food chains have even offered coupons.” (Antil, p.317)
Coupons are used mostly as an advertisement tool. It has been said that most people are more likely to try a new product when there is a coupon available. It has been said, however, that coupons are an illusion and only add more to the total cost of production. “Couponing costs are estimated to be only 3 percent of the total dollars invested in promotion.” (Antil, p.319) With every good thing there are always going to be people that see the negative side.

P&G gave the couponing world a scare in 1996 by taking away coupons for n 18 month period. This then allowed marketers to lower prices on what they decided they wanted to sell and at what time. “Consumers view themselves as individuals and not as a mass audience and therefore want to be communicated as such” (Thompson, 1997, p5.) This project was cut short by the outrage in people feeling that their choices were being taken away and that the retailer in a way was decided which products a person would purchase. Taking away anyone’s right to choose always causes an uproar and therefor in years following this project the coupon redemptions rose.

Where to Find Coupons
Coupons today are available in a wide variety of places. One very accessible place is the internet. With all the social networks available it can be quite simple to follow posts on certain couponing pages like Krazy Coupon Lady and Coupon Moms. Individuals that work for these sites go out and do the work for the consumer and post their findings. All the consumer needs to do is go find the coupon (this is usually available through a link) and go to the store and snag the deal. Coupons can be printed from these sites and taken to the stores. “4% of coupons are printed from the web, up 40% from 2010.” (Keegan, 2011, p 8.) Coupons do not just apply to groceries either. You can find coupons for just about anything online. Great sites like Ebates and Retailmenot.com will provide the consumer with coupon codes to be used on purchases for clothing, watches, and many other...

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