Coupons use still a major trend The recession has altered behavior for many consumers, and families have had to cut back spending out of necessity to save money where possible. Although news reports indicate the economy is improving, amid those claims is data that shows the U.S. savings rate is trickling downward as families use their savings to pay ordinary bills. Yet consumers are finding the best deals they can, and coupon use continues to show strong gains in the retail sector. While many consumers do enjoy talking about landing good bargains, social media has become a place for such connections between retailers, manufacturers and the customers they hope to lure. You might say that coupons have become cutting edge - the past two years have been a good season for consumer packaged goods (CPG) coupons distribution. Valassis reports that over $485 billion in CPG coupons were distributed in 2010. That's up 13.9 percent from the previous year and up 47.4 percent from just five years ago. Yet after two years of increased distribution, marketers reduced coupon distribution by 7.5 percent to 311 billion coupons in 2011. Still, consumers used over six percent more coupons in 2011 than the previous year, according to data released from Inmar, a company that specializes in commerce networking between retailers. Even though the economy would suggest improvements, we are all aware of the continuing rise in food costs. And while coupons help offset that cost, the average face value of coupons did decrease in 2011, a trend that shows manufacturers are also tightening their own belts. Further, manufacturers also reduced the average redemption periods that consumers could use the coupons. Despite these tactics, the increase in overall coupon usage is good news for couponers since the more people who use them, the more companies will invest in the number of coupons being offered. For those who use them, couponing is a drug of sorts. I know it sounds funny, but when you leave the store and see that three bags of groceries only cost you $1.25 and a 92 percent savings figure at the bottom of your receipt, it's truly euphoric. However, some store employees seem to resent couponers, and this can discourage consumers from using them. But don't fret; coupon redemption is at an all-time high and the hunting and sharing of coupons has become a social media game. Retailers have to be wary, however, since some shoppers don't play by the rules. From expired coupons to ways around store limitation rules and even coupon use on products that they are not intended for, such tactics are not only deceitful but also slow down checkout lines, which anger cashiers and fellow shoppers. To help keep couponing a positive and fun experience for all, here are a few rules to follow: Check coupon criteria As you pull the products off the shelf to match up to your coupons, make sure they are not expired and that you are buying the right products and for the correct amounts. Check to make sure that the products listed on the coupon are products you are actually purchasing. Using a coupon to purchase a product that is not listed on the coupon is fraudulent. Be ready Having your coupons ready to hand the cashier at checkout and sorting them so that free products are rung in last makes it easier for the cashier to look up the price. Buy only what you need The distribution of coupons is a way to help companies entice consumers to by their products. A polite couponer will only buy the amount of product they can use. There is no need to clear off the shelves - let other customers have a chance to get in on the deals. Nobody needs 20 or more bottles of salad dressing. Because of some extreme couponing, some stores have put limits in place on the amount of coupons customers are allowed to use. By following the rules, it allows everyone to participate and stores and retailers will not feel so compelled to set as many limitations. Store coupons Store coupons come in two forms: Those the store distributes and can only be used at that store, and coupons that are found in the store. In-store coupons can be tear pads, blinky machines, peelies located on products, hang tags and Catalina coupons. Manufactures only put a limited amount of coupons in each store, and if one person takes an entire tear pad of coupons, it impacts future distribution negatively. Shop off hours If you know that you will have tons of coupons, try and shop when the store is not packed. Using lots of coupons at one time can bog down checkout lines. I try to avoid weekends - if I go during the weekend, I go late in the day when the store is almost empty. Being polite to cashiers Most people shop at the same stores week after week. If you form a relationship with your cashiers, they'll know what to expect when they see you. Yet cashiers can sometimes give a couponer a hard time by spending excess time inspecting coupons, or inadvertently by not accepting some because they don't understand the terminology or knowing the store coupon policy. If that happens, be polite and if you can't resolve the issue with the cashier, ask for the store manager. In any case, simply using coupons wisely will avoid long delays when at the checkout counter.