Books and magazines are often on sale.....at 10% off so you can't apply a 40% off coupon. Lately they have been putting a $5.00 off a regular priced item valued over $5.00. There are the exclusions on this coupon as well. I no longer buy anything without a coupon or sale there. I remember when the coupons went from 60% to 50% off then down to 40%. Not even going to say it.....