I used to use coupons - nothing extreme - just clipping what came with the Sunday paper, and always tried to use only the ones for products I would buy normally. There was some savings, maybe about 5-10% on a typical shopping trip. However, I resented the 40 minutes a week or so that I spent clipping the coupons and all the extra time it took to shop with them. So I quit. Hubby wanted to know why, and since he's retired I told him if he wanted to get into coupons he was welcome to. He did very briefly. Our time is worth more than we were saving. Also, I resent knowing that the cost of all that advertizing is added to our bottom line, whether we use the coupons or not. I buy lots of house brands instead. I buy mostly fresh, whole food, but there are plenty of coupons for items like cheese, milk, and eggs - the more expensive brands. Phony savings, imho. Not all house brands are wonderful, but a few are actually better than the name brand. At very least if you're considering a coupon item, check to see if the house brand is less than the name brand minus the coupon, and give it a try if it is.