subject: How Stores Use Coupons To Pull You In [print this page] Are you a coupon clipper? Two thumbs way, way up. There are some great savings to be found out there hiding in those little pieces of paper. But are you really saving as much as you think you are?
You may be surprised at how it works.
Coupons are Good Business
Have you ever wondered why stores are so aggressive when they're marketing manufacturer's coupons? It's not like they're getting anything out of it, right? So why waste all that time printing and passing around those little pieces of paper?
Think about it though. The stores aren't printing those coupons to save you money at their expense. They do that to save you money once and then keep you coming back to spend more each time you return to the store. And return you will to take advantage of all the savings you found there the first time.
It works like this. Everyone today is extremely budget oriented. They cut back on every possible budgetary item and buy only what they need. Those things that must be bought are going to be purchased for the least possible amount of money. Those items that are optional may or not be bought, but it is pretty sure a reasonable, low priced substitute will be bought rather than the pricier brand name item. People are shopping at the store that will save them the most money regardless of what they are purchasing.
Consider for a moment that you are in a store that distributes mega tons of coupons and runs weekly specials ad infinitum. Let's use grocery stores as an example as they are a coupon clippers best friend. You go into a store a week before Thanksgiving because that store has a terrific sale on turkeys. You happen to have a coupon for a turkey so that big tasty turkey is almost free. You also have coupons for pumpkin pies, whipped cream, rolls and cranberry sauce, how convenient.
You certainly don't want to waste your precious time running from store to store in search of an item here and an item there. Since, you are already in the turkey store you are going to buy the piesand maybe some napkins and yams and spices and a ham for those who can't abide turkey. And, oh yes, those yams and gravy and maybe some eggs, and so on.
You get the picture. That store just made a whopping profit from your extra purchases. They did much better than they would have if they hadn't issued that turkey coupon to get you into the store initially. This is why stores print and distribute coupons.
But Wait, There's More...
As a customer, how often do you get to the store and buy only the specific item you stopped by for? My guess is you probably do so one out every five or six times you stop at a store and never if you got your kids in tow.
And why is this? Stores are very aware that customers shop for key staples. Grocery stores in particular are aware of this phenomenon. This is why the milk and frozen foods are as distant from the cash register as possible and why those expensive, but tempting pastries are right next to the family friendly loaves of bread. Grocery store owners know very well that if they put their customers in a position to go past extra goodies on their way to the necessities, they will succumb to temptation and grab just one of those packs of cherry tarts.
