http://www.bbc.co.uk/news/magazine-16537076
It used to be the domain of thrifty pensioners and families on the breadline - but now a new generation of bargain-hungry shoppers has discovered money-off vouchers. And some even attend couponing class to learn how to get the best deals.
"I would go to the store at night because there was a stigma back then. They were like food stamps. People behind you in the line would roll their eyes."
Kimberly Pepper-Hoctor got the couponing bug from her grandmother, whose thrifty approach to life was forged in the Depression of the 1930s.
She claims to save about $250 (£158) every six weeks on her regular shopping bill, without loading up on unhealthy processed food or stockpiling items she does not really need.