Cut, click and save…

“Extreme Couponing” features everyday people who save hundreds of dollars in a single trip to the grocery store. The show is drawing vastly different reviews from viewers who enjoy watching shoppers save money on vast quantities of food as well as from those who feel the practice is wasteful and in some cases, nothing more than hoarding. A leading food industry expert and editor of SupermarketGuru.com and The Lempert Report, Phil Lempert feels the extreme practices of buying in bulk and in some cases, wasting food exhibited by the shoppers on the show may eventually lead retailers to rapidly change or even eliminate the use of coupons.  The recent interest spurred by the show may end up turning off skeptics who haven’t yet been converted to the concept of clipping coupons, he says. “When I saw the first episode of ‘Extreme Couponing’ last December, I thought the viewing public would learn new ways to save money and be reinvigorated to use coupons each time they shop,” Lempert said. “However, according to research and direct feedback that we’ve received, consumers no longer feel good about saving $10, or 10-to-20 percent. They’re becoming depressed that they are not able to buy $1,000 or more groceries for 25 cents.” Dale Kelly, manager of Laurel’s Corner Market Food Store located in the Pine Tree Village Shopping Center at 2339 Hwy. 15 N., also feels the show may set unrealistic standards for shoppers who use coupons  to save a few dollars.  The mindset of collecting stacks of coupons and amassing large quantifies of food is not something that will catch on locally, Kelly feels. “We’ve seen an increased interest from customers using coupons and some of that can probably be attributed to the show, “said Kelly, whose store doubles manufacturer’s coupons up to 60 cents. “But, I really think our customers are more practical than many of those featured on the show. Our customers are simply searching for creative ways to save money. How the show will ultimately affect coupon use and how we as retailers will continue to utilize the practice remains to be seen.” “Couponing is a valuable tool for brands and marketers,” says Lempert. “With the Internet’s ability to focus offers better than ever, we should be rejoicing. Instead, shows like ‘Extreme Couponing’ are promoting a desperate feeling to catch up, saying that unless we can save more than we spend, we are failures at food shopping.” In a national survey, shoppers were asked about their grocery savings strategies as a result of the promotion of ‘Extreme Couponing.’” According to the panel results, 73 percent said they spend one hour or less planning their savings and shopping trip, with only less than one percent spending more than four hours. When asked “if time is money” 59 percent of the panelists replied that saving time is equally important as saving money. Another added, “In online boards there are lots of folks who now feel like they don’t get it because they are not able to do this right away. I view this as partly a result of the show, and partly a result of people wanting instant gratification. The fact is that not all the stores on the show are doubling. For me, it has always been about finding the deal and making the maximum value of it.” “I’ve been using coupons for several years and have increased the amount I use because my son is now a teenager and I have to buy more food instead of anything I saw on television,” said Walters, who shops at Kroger at 2340 Hwy. 15 N. I Laurel.  “I’ve watched the show, but find most of what they purchase to be a waste, not a cost-savings. If you have to have a special room just to store your food, you’ve obviously got a problem.” Walters collects coupons from a variety of sources, including the Sunday edition of the Leader-Call. She also receives Kroger store brand coupons in the mail and downloads coupons online from the chain’s website onto her Kroger card. The coupons, combined with in-store specials, allow her to trim around $100 from her grocery bill during her monthly shopping trips. “I try to shop once a month and get everything in one big trip,” said Walters. “While I always have a stack of coupons with me, I don’t always use all of them. If I find a Kroger brand item that’s cheaper than the name brand on the coupon, I’ll buy the Kroger brand every time. That’s the thing with coupons, you really have to be a smart shopper and look at what you’re actually getting and how much you’re saving.” “The economic downturn has left many people looking for new ways to save money,” Smith said. “Surprisingly, households earning more than $70,000 a year are the heaviest users of coupons, but households with an annual income of $100,000 spurred the huge spike in coupon usage. Less affluent households in rural areas or struggling urban areas were found to use fewer coupons. African-Americans and Hispanics tend to use coupons the least, while young white women tend to use them the most.” Long a staple of Sunday newspapers, including the Leader-Call, a number of websites offer printable coupons that can be taken into the grocery store. However, these types of coupons don’t offer the same amount of anonymity that regular coupons do. In fact, online coupons printed from a home computer can tell companies quite a lot about you, Smith said. The bar code on coupons printed from the web can contain information: “It’s fun entertainment and certainly there are tips we all can learn and benefit from,” Lempert said. “But I don’t want people to feel bad because they’re less successful than those featured on the show. As food prices continue to rise and shoppers continue to search for the ultimate savings, we can only hope that more meaningful food messages — like good taste and good nutrition and saving money on food your family actually will eat — are not lost.

Leverage Season 4 Episode 1 | Science News Articles

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