Spending money wisely, the coupon way

Glenda Anderson, Staff Reporter

THE truth is that many persons will quietly take a chance if it works out, to save money, or better yet, if it amounts to quality, free stuff.

That's the idea behind coupon shopping or "specials" being promoted especially in newspapers. For some local shoppers it has become the smart new way to spend money.

One female customer in her mid-30s has become so impressed that she now searches the papers especially for clip-out coupons. She said, "I collect them every week and arrange them so that it is easy to select from as many products as I want. I'll save from $10 upwards on some items; on some things like fruits I save a whole lot more. For example I follow fruit specials, so sometimes I'll save up to $100 or $60 on grapes and for me that's really good savings."

By now she has got the system down pat and offered instructions, "You just cut out your coupons and take them to the cashier, and she will give you the discount. It don't matter what you buying. As long as it's on the coupon they have to give it to you."

She admits that now after recognising the value she keeps a little booklet of coupons which she clips each fortnight and she says their value often amounts to the cost of her shopping list.

One option

But coupons are just one option as in some outlets like Megamart Superstore in Portmore, St. Catherine, persons receive an automatic discount as long as the item is available.

Roslyn Holmes, assistant manager of Megamart, added that customers are not even required to buy a particular quantity. The system runs every week and according to Ms. Holmes the offers are good for all products (food to furniture).

Coupon shopping, using the clippings from newspapers, is relatively new to Jamaica, and also include businesses like Public supermarket, pharmacy, discount store and Lord and Lady clothing store. For Megamart it came about in January/February this year. Since then, Ms. Holmes says, there has been a huge change in shopping patterns.

"We have people who are really looking forward to the specials. They are always checking the papers and sometimes calling to make sure it's still on. And the offtake from the whole thing has really been very good."

Coupon shopping is even compared to the local wholesale arrangement where customers are able to take advantage of discounted prices on bulk purchases. Some shoppers have become so accustomed to the idea that they now plan serious shopping days around coupon issues. For places like Public supermarket, Constant Spring, St. Andrew, the coupon system or "specials" runs for three days, Sunday to Tuesday. At John R. Wong supermarket, New Kingston, the system runs for certain times during the year but also depends on the supplies available.

Incentive

However, although many persons are now cashing in on the idea some local sponsors say that while the response has been great, it is not as popular as it could be. In fact for a few outlets the most popular form is the "company coupons" whereby employees are offered discount grocery packages as an incentive.

But food items are not the only areas covered as there are coupons for household items, clothing and utilities. Others go a little higher up the scale and cover insurance, mortgages, education and vacation.

But while this may seem like a North American cultural invasion, some persons welcome the idea. Mitzi King, an executive with a government agency, says the coupon system is just another means of assisting the local consumer.

"I am coming off the North American grain and I know of persons there who were very serious about the coupon thing, because it saves you a lot of money. When I came and it was introduced here I was very interested, but I was a little bit afraid and I wanted to see if it would work the same way and it's something I have been supporting ever since. I think that as soon as more persons realise the savings they will begin to demand more, and this helps with the competition so that stores will begin to give value for the dollar."

Maxine Ellis, Consumer Affairs Commission officer, says the coupon system is a genuine deal for consumers who need only look out for glitches. She described these as possibly "teething pains" for the fairly new system.

She says, "It is not a sham, it can be a useful tool for any smart shopper but consumers have to keep a close watch to make sure that what is advertised is exactly what they get. Otherwise they could run into a situation of 'bait and switch'. This is where one thing is advertised to lure customers into the store where they are offered another as an alternative."

Not her real name

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