According to spokesperson Pat Brown, Post has reduced prices on its cereals across the board. If you like Grape Nuts, you don't have to wait around for a coupon on that specific product. The first generic coupons were distributed nationally in June. It is estimated that manufacturers distribute three to four billion coupons each year. In the end, consumers end up paying the costs.
Commissary shoppers are above average when it comes to coupon redemption.
That marketing trend could continue even if coupons are curtailed on a large scale. Liz Doolittle, distribution director for the Military Lifestyle Couponer, says they hand-deliver the Couponer several times a year to commissaries and consumer response is excellent. Army Times Publishing also has coupons targeting commissary promotions in its publications as well as coupon mailings to shoppers and in-store distribution. According to Executive Business Media Vice President of Marketing Fred Schaen, his company normally sends out seven in-store coupon flyers each year. Approximately 8 million people have full or limited access to commissary savings of nearly 30 percent over retail, according to the 1996 Market Basket Price Comparison Study conducted by Wirthlin Worldwide.