as a long time retail guy, i remain amazed at the coupon chasing culture we have created. the lowest promotional price on a new item is the price the store would sell it at without the coupons or promo or event. the first "clearance" price on an item is a full price. ever wonder why a typical mall store's simple cotton tee for women can be like $30-$40 bucks and every week there's some kind of promotion making them $10-$20? jc penny tried to eliminate the coupon culture and lower prices across their stores for everyone everyday, but the coupon chasers complained so loudly they raised their prices back up and started the coupons again. prices would be lower overall if we could stop with the coupons, the black friday "events" and the other sale events that require massive amounts of 4 color printed material to be shipped to thousands of stores (often not recycled and just dumped each week) and have to pay people to switch it out every couple of days as well as sending thousands of shoppers 4 color mail flyers (that promptly get tossed) and sending out daily e-mail blasts that eventually get ignored and dumped into a spam folder. If you do nothing without a coupon... you're not "winning", you're making it worse.