Jessica Ziepfel's favorite Sunday activity involves a newspaper and a pair of scissors.
Ziepfel, an Ohio University senior studying forensic chemistry, clips coupons and files them in her coupon book for the next time she goes shopping.
Although her roommates tease her about her hobby, Ziepfel said coupons save her between $3 and $15 every time she shops.
According to a recent survey by the marketing company ICOM Information and Communications, 67 percent of American consumers said they were more likely to use coupons during a recession.
Seventy-one percent of these consumers were between 18 and 34, according to the survey.
Coupon use in general has become reinvigorated. It's a common reaction to people wanting to save money
said Ann Paulins, director of the OU School of Human and Consumer Sciences.
DP Dough, 374 Richland Ave., has seen its coupon redemption rate increase significantly and the store is busier than ever, said manager Collin Heyman.
Coupon books made by The Campus Special are free at Athens bookstores and in Baker Center. About 6 million of these specialized coupon books are circulated at 85 different colleges nationwide, said Chau Nguyen, co-owner of the company.
I hate to benefit from such a tough time but (there) has been an increase in (the use of the coupon books) he said.
College Book Store, 50 S. Court St., goes through thousands of the coupon books every quarter and the books are getting thicker as more businesses realize the benefits of coupons, said Andrew Stout, assistant manager and partner at College Book Store.
Coupons don't just help consumers during tough economic times; they also can bring in more customers to businesses, Paulins said.
Fifty-three percent of households still get their coupons through Sunday newspapers, according to a 2008 study by the consumer and media measurement firm Scarborough Research.
But the use of Internet coupons has increased 83 percent since 2005. Currently 11 percent of households use them, according to the study.
National Web sites like Cellfire.com use loyalty cards from stores such as Kroger to provide clients with coupons. Users can upload coupons onto their loyalty cards or get coupons sent to their phones if they have Internet capacity, said Mary Placido of Golin Harris, the public relations firm for Cellfire.
The Internet is a great way to get coupons to college students, said Scott Himmel, owner of Campusmenus.com, a Web site that allows local restaurants to post menus and coupons online.
There is no question that having (coupons) online is the easiest way to reach the information he said.
Local businesses are also exploring new ways to get coupons to customers.
Specialty Bookstore, 5 N. Court St., e-mails coupons to customers and has recently started sending coupons via text messages as well, said Jessica Larson, store manager
Rachael Ritchie, co-owner of GoodFella's Pizza, 35 N. Court St. and 6 W. Union St., started a Facebook group for GoodFella's pizza lovers. When students join the group they can sign up to get coupons texted to their phones. So far 35 students have signed up, Ritchie said.
But even though businesses are using more technology to attract a younger demographic, there is still a stigma surrounding coupon use.
Andrea Dolenc, a senior studying biology, clips coupons to save money and often has her parents bring them to her when they visit.
People don't do it because they don't care or are lazy. It does only save you a few bucks
Dolenc said.
However if the economy continues to decline, more and more students might start using coupons, Paulins said.
I know that there is a stigma that coupons are something your mom uses
and it's embarrassing
she said. But when the economy is a factor like it is today
we care less about the stigma and more about (having enough money) to put gas in the car.
3
Culture
Anna Sudar
