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Survey: Some Americans still uncomfortable redeeming grocery coupons

February 11, 2009 |  2:59 pm

You'd think thriftiness would be the attitude du jour in times like these, but a new study found that many Americans are still self-conscious when using grocery store coupons.

More than one-fifth of consumers said coupon-cutting feels awkward, according to a survey released Wednesday by the marketing group ICOM Information & Communications.

But 57% of the survey's 3,013 respondents said they couldn't care less about appearing frugal as long as there's money to be saved. Among consumers younger than 35 years old, 26% said the economic turbulence of the last six months has tamped down their inhibitions about using coupons.

Nearly half of the respondents said they have recently begun using more coupons, with the percentage of discount-hunters dropping among older shoppers.

—Tiffany Hsu