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.
Shoppers can increase their savings by using more coupons.
Despite the market trend, consumers probably won't see a huge reduction in the availability of coupons, predicts Tony Gaines. Some families find they save enough money for an annual vacation. Get your kids involved. Pay them a percentage of your coupon savings for clipping and organizing coupons. It helps them to learn the value of saving and smart shopping.