5 Coupon Myths That Are Costing You Money
Don’t Let These Common Coupon Misconceptions Drain Your Savings
Coupons have been around for more than a century, yet many shoppers still miss out on huge savings because of outdated myths.
As someone who spent over a decade managing national coupon campaigns for major retailers, I can confirm: the couponing landscape has evolved. The digital age has made saving money easier — if you know what’s true and what’s not.
Here are the five biggest coupon myths that are costing you real money — and the insider truth behind each one.
Myth #1: Coupons Are Only for Low-Income Shoppers
One of the oldest myths in the book.
In reality, data shows the opposite. According to Inmar Intelligence’s 2024 Coupon Trends Report, households earning $100,000+ annually use coupons more frequently than those earning under $50,000.
👉 Inmar Intelligence Coupon Report
That’s because high-income shoppers understand the psychology of value — they see coupons as a tool for optimization, not desperation. When I worked on retail partnerships, our best-performing campaigns were in suburban zip codes, not discount outlets.
Bottom line: Smart consumers use coupons strategically — no matter their income.
Myth #2: You Can’t Use Coupons on Sale Items
This is one of the biggest misconceptions retailers love to see persist.
Most stores — including Target, CVS, and Kroger — allow coupons on top of sale prices, especially when the coupon is issued by the manufacturer.
💡 Example: If Tide detergent is on sale for $10 (down from $13) and you have a $2 manufacturer coupon, your final price is $8 — that’s a 38% total discount.
According to RetailMeNot, 68% of shoppers wrongly assume sale items are ineligible for coupon use, leaving billions in missed discounts every year.
👉 RetailMeNot Coupon Insights 2024
Myth #3: Paper Coupons Are Dead
Digital coupons dominate today, but paper coupons still account for 18% of total redemptions as of 2024, per NielsenIQ.
👉 NielsenIQ Promotion Report 2024
Why does that matter? Because many high-value manufacturer coupons are still distributed via inserts or direct mail.
From my experience managing CPG (consumer packaged goods) promotions, paper coupons are often the “test run” before digital rollout. That means early adopters get higher savings first.
Tip: Always check brand websites or Sunday circulars — you’ll often find “first-release” deals there.
Myth #4: You Need to Spend Hours to Save
Forget the old image of someone with binders full of coupons.
Modern couponing takes minutes, not hours, thanks to automation tools like:
- Honey – Finds and applies coupon codes automatically. 👉 Honey by PayPal
- Capital One Shopping – Alerts you to price drops and active promo codes. 👉 Capital One Shopping
- Rakuten – Adds cashback directly at checkout. 👉 Rakuten
A CNBC Select analysis found that automated coupon tools save the average online shopper $260–$400 per year with no manual effort.
👉 CNBC Select: Best Browser Extensions for Savings
Myth #5: Coupons Aren’t Worth It for Small Purchases
This mindset can quietly cost you hundreds each year.
Even small-value coupons (50¢ to $1) compound quickly. Let’s do the math:
- 5 small coupons per week × $0.75 average value = $3.75/week.
- $3.75 × 52 weeks = $195 saved annually — often on essentials you’re buying anyway.
When I managed CPG coupon campaigns, our analytics consistently showed that “small coupon users” had the highest redemption loyalty — meaning they kept returning to the same brands. That loyalty translated to real long-term savings.
Conclusion: Coupons Are Smarter — and Simpler — Than Ever
Coupons aren’t outdated; they’re evolving. Whether you clip, click, or auto-apply, the modern coupon ecosystem rewards consistency — not obsession.
Don’t let myths or misinformation stop you from saving money every single week.