Five possible reasons:It may be expired.You may have typed a number instead of a letter.You have not met the minimum order amount to validate the coupon.The coupon is restricted to a particular product or collection of products.Generally, coupons are not applicable to 2.25kg bags of coffee, electronics, kits or bundles.As of January 2021 we no longer issue generic coupon codes, so if you found a discount code on a coupon website, it will not work. Personal discount coupons are now issued directly to our customers via email.