The benefits of coupons really depend on the type of product you are using them for as well as how good of a coupon it is. For example, a 30 cent off coupon for an item that you don't really need isn't actually saving you any money since you are purchasing an item that you wouldn't normally buy. If this new purchase doesn't replace a normal purchase, then you're loosing money on the deal.
For food shopping the only coupons I look for are really just the adds that come out on Wednesdays (usually) with each individual store's sale items. There you can make a killing looking for items that are buy one, get one- which lets you really rack up some savings.
Finally, store brands are just as good as their name brand counterparts the majority of the time. I've grown to the point where I will only accept Kroger (our local grocery store of choice) brand Raisin Bran, tuna, oatmeal, and crackers. Of course I won't compromise on switching to knock-off brand Diet Coke
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