Martin Lewis's Money Saving Expert website has revealed how extreme couponing can help shoppers save significant amounts on their food shopping. In a December 2019 article, the site outlines 33 tips for saving in supermarkets, including taking 'couponing to the max'. Extreme couponers source, gain and hoard hundreds of product and store coupons, combining them for huge code-stacking discounts.
The site shares success stories from forum users. One, known as Purple Sarah, reported getting £67 worth of shopping for just 11p after using £39.50 of Clubcard coupons, a £5 off £40 voucher, a price promise and other coupons. Another user, Supersavingmummy, saved 59% at Tesco, reducing a £48.32 shop to £19.60 with coupons that included a free pack of Clover butter and free Always liners.
Money Saving Expert also warns about supermarket tactics designed to encourage overspending. The site describes stores as 'perfectly honed marketing environments' using extensive research to seduce customers into buying more than needed. Tactics include placing treats and magazines by the till for impulse buys, spreading popular products around the store to increase walking distance past tempting items, and positioning the most profitable stock at eye level while better deals are often on high or low shelves.
Another trick mentioned is the use of sales-type signage for non-sale items. The site explains that seedless grapes and other attractive treats are often placed near the entrance, sometimes below cost, to entice shoppers. Bright colours and words like 'discount' and 'sale' make customers feel good, even if the reduction is minimal and cheaper alternatives are hidden elsewhere. The article also advises caution with 'Buy One Get One Free' offers, recommending them only for non-perishable items you would buy anyway, such as toothpaste, toilet roll and batteries.
