Forget about the "pinch at the pump," Americans are feeling the squeeze at the supermarket. Some folks are feeling the squeeze more than a pinch. So after years of trashing those direct mailers and newspaper inserts, consumers are paying more attention.

Surveys conducted on behalf of retail groups indicate that more consumers will be using coupons more frequently in the next 12 months. An informal survey of my family and friends confirms that to be true in this part of the world.

Using myself as an example-I will actively scan newspapers and direct mailings coupons for entertainment-oriented coupons- discounts for restaurants (Chuck E. Cheese -always a coup) miniature golf deals- that sort of thing. I don't have as much luck with food coupons- there never seems to be coupons for products I use- but I know many people are dedicated clippers. I will, however, review my Shop Rite circular very carefully to check out their coupon deals and discounts.

I think I represent the new group of coupon clippers. The ones who didn't do much with coupons previously (or clipped them and then forgot to use the coupons). Now a coupon may drive me into a store when I otherwise might not visit (again, Chuck E. Cheese). I may opt for Dunkin Donuts over Starbucks if Dunkin has a 99 cent iced coffee promotion.  A buy one, get one at Saladworks may motivate me to invite a friend  I haven't seen in a while to lunch.

In a world of rising prices, coupons allow us to somewhat maintain the lifestyle we've gotten used to. So- for a now cash-strapped scrapbooker who is used to coming in your store and buying anything she wants- a coupon allows her to fill her "habit" while still monitoring her spending.

Some ideas for effective coupon offers:

Consider increasing the coupon offerings to your dedicated customers- the ones on your email or mailing list. Mailing coupons to that dedicated list "the in group" may result in better traffic and return because every person on that list is already motivated to come in.

Have frequent shoppers earn high value coupons (40% off one item) by spending a certain amount in your store. Make sure that coupon is for the following week to ensure a return visit.

Consider "bring a friend" coupons that encourage your customers to extend their discount to a friend.  Gets two people in instead of one. This could also be applied to class fees where kit sales are separate. Or, focus on techniques in the class, do a buy one get one class fee and reap the rewards on products sold afterwards.

We are surveying readers on their coupon practices- please take a minute and share with us on a quick survey.

Thanks!--Beth