My First Rant—Coupons!

OK, occasionally I will be going into a prolific rant on this blog. Today is one of those days, so buckle up.

When you are standing in a check out line, drumming your fingers on the cart handle or trying to figure out how a magazine got an exclusive interview with "bat-boy," your mind will start to wonder why the line is taking so long. (Right after you ask why the line next to you always goes faster....)

One major reason for these waits is coupons.  Those devious, no cash value slips of paper that beleaguer check out personnel everywhere. 

I understand the basic concept. They want the consumer to try their product or come back to their product or just get one last look at their product... so they print up a gazillion coupons and tell the average consumer to take it to your nearest checkout stand.

50 cents off. $1 off. 50% off. On and on it goes. We have made a virtual hobby out of this. I know you have all seen the videos or books about couponing. They tell you how you can get your next week's groceries absolutely free.

And you can... if you are willing to buy a number of things up to that point and be sure to purchase the right brand with the right flavor and at the right size... and of course it is "not valid with any other offer."

I have stood in many a line and heard these types of conversations...

"I'm sorry, that coupon expired yesterday." "I'm sorry, that only applies to the 6.175 oz size."  "I'm sorry, that only applies to the products with the red cap." "I'm sorry, that only applies when purchased with the other product." "I'm sorry, that requires a minimum $25 purchase before it is valid."

Of course, consumers are trained to look at the big number value on the front and never to look at the small print which has the "catch." And the poor girl or guy at the checkout is the bad person questioning your coupon. So, time after time, it has to be explained or a supervisor called over and the line just gets longer.

I never have fully understood the reasoning behind coupons. People seem to think they are getting a good deal. And on rare occasions maybe they are. But more money can be saved with just purchasing store brands. Or just shopping the in-store specials. It is much simpler and still saves money.

Coupons literally are nothing more than massive tree-killers. How many of you toss that coupon circular in the trash without even looking at it? There are a few people who know how to work that system, but why does the planet have to be littered with them to reach those few? They are in the mail, the paper, the websites, your email and hung on to your door.  They are everywhere and they are holding up my line at my grocery store.

My suggestion to the grocery stores is to set up at least one line for PURCHASES WITHOUT COUPONS. You will make me a loyal customer. You will be giving a gift to your check out employees.  And, most of all, I can finally find that line that goes faster than the one next to me.

-Dave Mindeman