Grocery coupons are discount coupons which enable shoppers to buy a product for a lesser price. Instead of paying the full amount for an item, coupon holders are able to get discounts (e.g. less $5) for the same item. Even though their value is pretty obvious, grocery coupons were not much of a hit in the former years. In fact, they used to be looked down upon. Only a few people, who mostly belong to the low income classes in society, actually patronized them in the prior years. This is due to the fact that a social stigma used to be attached to coupon users.

When one lines up in the supermarket and sees another person in front using a coupon, the former would look down on the latter. Coupon holders used to be seen as stingy people who did not want to dish out the additional few dollars in buying their daily needs. Some people may even think that he/ she is poor and does not have enough money, which is why he/ she is resorting to using coupons. To avoid getting looks and being thought of badly, those who might have used coupons, had they been under different circumstances, suppress their true desires and let go of the benefit of these grocery coupons.

This proves that social pressure is a very powerful thing. What the majority of the people in a community think as socially acceptable or not is adopted by the minority. It is in human nature to conform to the norms of society, and to not be seen as an outcast (although a few people do prefer the latter). So when the majority does not approve of coupons, everybody else follows. When tables turned and the value of grocery coupons was finally realized, coupon usage rose up.

Right now, grocery coupons are commonly used by shoppers belonging to all of the different levels in the social strata. From the low income classes to the high income ones, the use of coupons have become the new norm. People now are not afraid to flaunt their savings from the use of coupons. Some have even been featured in online articles telling the whole world about how much they have saved.

How did this shift in viewpoint come about? Economists point to the economic downturn that had befallen even the mightiest of the mightiest countries. People everywhere, including those who used to be rich, were negatively affected by the economic turmoil which lasted for quite a while. Because of their money problems, grocery coupons came to be seen as blessings which helped to alleviate the hardship caused by the lack of funds.

People had to make do with spending as little funds as was possible. Every single cent saved was important because even just a few dollars could spell the difference between being able to buy something to eat or not. Thus, coupons were finally able to gain a sense of importance. And as a result of this event, the benefits of grocery coupons are now crystal clear.

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Category: Business
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