It wasn’t that long ago that newspaper inserts were thin and anemic; they had no meat, nothing for enticement. I’m not talking about ads for electronics or drugs, but those for foods and general merchandise. These reduced-price enticements literally disappeared into a wall of complacency. Then, all of a sudden, the coupon books of ads started multiplying as weekly and sometimes semi-weekly deductions for a broad range of products. Just this past weekend, the newspaper had three different insert booklets for food and non-food general merchandise.

Take that savings concept and add to it the sizable number of grocery stores that, at a minimum, are doubling coupons, and you have a good deal. Several continue to triple coupons up to a dollar! Now we’re talking real money.

Why coupons are back now as some reports indicate more positive economic news, remains somewhat a conundrum. Where were they when we started this decline? The irony is that the coupon barrage is occurring when we are very different shoppers, more focused on price and more willing to go with house brands than we were a year ago. The well-known industry brands are aware that coupon usage is up and recognize that the only way to get the consumer’s attention is with great cents-off promos.

So the big guys wave sizable discounts in front of the consumer and watch them do the math and acknowledge that a true shopping experience is one with significant savings. With coupons in hand, more shoppers are willing to cross over a little into the impulse purchase than they are without the enticement.

The study also found that consumers who use coupons spend a little more per trip and buy more products. In order to save with coupons, you first have to remember to take the coupons into the store!

The obvious deduction: Keep the coupons coming.