With the current state of the economy, many are looking for ways to save a few pennies here and there, as these often forgotten coins can really add up. The Internet and printed forms of media have become favorite hunting grounds for coupon clippers today who seek ways to alter their buying habits in order to reap the huge rewards that are, supposedly, available to everyone. However, caution should be taken as clipping coupons can cost you money in the long run.

There are many examples of ways in which coupons can actually cost more money than they save, but if one looks at the purpose of a coupon it makes perfect sense. Companies need consumers to buy their products in order to stay in business, whether they need them or not. If a family normally purchases generic cereal for a nominal amount, but gets a coupon for money off the same product that is a name brand, they generally opt to buy the brand name. However, if comparing the price of the generic brand with that of the brand name after the coupon discount, they often find they have paid more for the same amount and kind of cereal as they would if they had purchased the generic brand in the first place.

Another way coupons can cost you money is when a store, unknown to the public, is planning an ?EUR~end of the season’ clearance sale. Every store must clear out certain items to prepare for a new season. Often, however, customers are enticed by coupons that, in actuality, cost the store little. This gives the store the opportunity to hold the real end-of-the-season sale at a later date.

Business lures are now coming in the form of coupons which offer additional savings. Often, however, when people arrive what they discover is a disclaimer saying that they have to buy a certain amount in order to qualify for the discount. Another form of what is known as bait-and-switch is for customers to arrive only to find out the store is out-of-stock on the discounted item and are then directed to a higher priced similar item. Even with the coupons, customers often find themselves paying more for the item than the original price of the item they actually wanted.

If, when looking at coupons, there is a requirement to purchase a large number of items to get the discount one must stop and think, “Do I really need fifteen cans of tomato paste sitting on my shelf? Will I ever use that many? Do I have the space for it?” At times, the idea of just saving makes one forget the practical side of the purchase.

Regardless of what the coupon is for, if it does not fit with a person’s lifestyle and does not fill personal needs, it is not worth keeping. This is important to remember when on a coupon hunt. These can be found in any form of print media including newspapers, magazines, fliers, newsletters, and especially today on the Internet. As a result, consumers are more vulnerable to their influence than ever before.

Coupons are a sales ploy designed to make a consumer think they are saving money whether they are or not. They are colorful and key words are enlarged in order to draw the eye. Some are even designed to look like real money or checks. It is up to savvy consumers to be mindful of the intent of coupons, compare the price of like products, compare like products offered by different retailers, and be aware of how it fits into their lifestyle because you need to watch out, coupons can cost you money.

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