CNN.com : Economic shock gives rise to coupon cutting

Florida-based Valpak, whose signature blue envelopes land in about 45 million homes each year, has seen use of its coupons increase 8 percent since last year for products such as groceries, take-out food, home improvement products and specialty retail.

"Coupons motivate customers when they're looking at different stores that offer the same goods. They're more likely to go with a store that offers coupons," Valpak spokeswoman Marsha Strickhouser said.

Strickhouser said specific figures related to usage is proprietary information and unavailable for release, but said the number represents a significant surge in consumer response in the company's 40-year history.

"People might say coupons are just for tightwads, but people from all kinds of economic backgrounds are more likely to use them," Strickhouser said. "It's good sense to use them."

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