I went to several stores that were having the 50-60% off sales (JoAnn's, HobbyLobby, Michael's, etc.) and a funny thing happened. They all quoted a price very similar to each other and with the "coupon" it came out to the cost of the framing at a local framing shop that I had used in the past which had no coupon.
That was weird. I would have expected the "big box stores" prices to be half of the local speciality shop since they were 50% off.
So without the coupons, these stores would be twice the cost of the local store. I think not.