I’m not an aficionado of the show Extreme Couponing, but I have seen it a couple times, and have been amazed at the industriousness of the people on the show. It shouldn’t be surprising, perhaps, that in the midst of economic downturn more generally the practice of clipping coupons has become more widespread as well as more extreme.
It makes sense that when times are tight and you are looking to scrimp and save every penny in your budget that increased use of coupons can be a way to make each dollar stretch a bit farther. Companies originally offered coupons as incentives to try new products, and so it is appropriate to see coupons as a form of advertising. The first company to offer coupons was Coca-Cola, and here we can see the similarities between coupons and the free samples, which is part of what makes Costco so popular, as product promotion.
But it never really occurred to me until I read this short profile of an extreme couponer that coupons should also really be seen as a kind of private welfare, reaching a high of roughly $4 billion in total savings in the US in 2011.