If any major retailer shows just how out of control the phenomenon known as "extreme couponing" has gotten, it's J.C. Penney. In the first quarter of this year alone, the store reported losing a whopping $55 million, all because of couponing moms.
And it wasn't highly discounted coupons that were to blame for the drastic drop in sales. Nope. It was the fact that in February, J.C. Penney announced its plans to get rid of coupons for good. But unfortunately, they also managed to get rid of deal-seeking moms altogether as well.
Even though they lowered their prices by as much as 40 percent when they ditched the coupons, basically eliminating the need for them altogether, moms still went elsewhere to shop. If anything, their exit only helps to prove what a huge addiction shopping with coupons can be. Extreme couponing moms don't care about the price tag -- it's all about the thrill of seeing additional money taken off at the register.
I've said in the past that I have nothing against coupons, but when I wind up in the grocery store check-out line behind someone with an entire fistful of them, I tend to get more than a little bit annoyed. But in the case of department stores, even I have been known to go in with a single coupon for an extra 20 or 30 percent off -- or whatever the deal happens to be. (Who can resist saving a few bucks on a high-end pair of jeans?)
Every time I get one of those ah-maz-ing deals, I can't resist telling everyone who will listen (translation -- I update my Facebook status) about how much money I saved on an item that normally would've cost $100 bucks (or whatever). And I'm guessing in the case of extreme couponers, they feel the exhilaration of finding the deal of the century 100 times more than I do. And this is why J.C. Penney needs to seriously rethink their coupon strategy.
Having standard low prices is great, but moms aren't going to notice those low prices if they are seeing ads in the paper or finding emails in their inbox that offer extra savings at other stores who offer coupons. Nine times out of ten, coupon moms are going to choose the store where they can experience the thrill of the deal, even if they wind up paying the same price for the same item they'd get at J.C. Penney without having to use the coupon.
If Penney's really wants to reel their mom shopper base back in, they should probably reinstate at least a few coupon deals each month to satisfy money saving cravings. Extreme couponers are here to stay -- whether retailers like it or not. If you can't beat 'em, join 'em!
The commercial below shows J.C. Penney's rationale behind cutting coupons. It definitely makes sense, but some addictions are just too hard to break.
Are you more likely to shop at a store that offers set, low prices -- or are you a coupon mom?
Image via crazytales562/Flickr
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Comments 20
I don't have time to drive around looking for prices, or checking every store online before I go shopping.
Jc Pennys hasn't started sending out their ads in my area yet, so I'm waiting for them to show up at my house before I bother driving across town to shop there.
I am much more likely to shop at a store that sets fair prices and keeps them there, rather than one that plays games with discount cards and coupons. I hate to go shopping only to find that some coupon obssessed dork was in the know and gets 40% off while I, who has a life, pay a huge mark-up because I don't spend hours scouring the paper for deals. That's a waste of precious time that could be spent on something meaningful.
I actually started shopping at JCP BECAUSE they introduced this new pricing strategy. I hated having to remember to clip a coupon or be on a mailing list and be sure I could get to the store on the right day at the right hour just to get a deal. JCP has also elevated their style quotient a bit and they have more that appeals to me. They still have plenty of granny pants and polyester mu mu's, but they have enough cute stuff to attract new buyers. I applaud them for not pandering to coupon mania and I'll keep rewarding them with my $$.
I hate couponing, so I have actually considered going to JC Penney for the low prices.
I can take or leave coupons.
i prefer the prices to just be low. i dont have the time or the will to break my neck for a savings- it makes me think you're rippping me off in the first place. just charge me a fair price and we can be friends.
This sounds like a scary addiction. I think if you need that "thrill," there are bigger problems. If it's the same price with or without, why would you want to take the time to cut it or print it. Having to take it with you and not forget it. Who would think that's a thrill? I think it's a pain in the butt. I get no thrill at the checkout. I'll take mine at the rack.
I don't think it's the gay thing CJ. I think some people are just this addicted to shopping.
Actually, I feel like JC Penney's prices are higher now than they were before.
First of all, everything was always on sale. Just like Kohl's, you could go into JCP any day of the week and the whole store was on sale. So, before they elimated coupons there was racks that were 30-70% off, then you could take your coupon in and get $10 off or get an extra 20% off or whatever the coupon happened to be.
Now, everything is just automatically 40% off and there's no coupon. So something that I could get for 70% off with an extra $10 off is now 30% more expensive right off the bat, and I have no coupon to save me extra money.
That's why I stopped shopping at JCP. I should also say that I am not a couponer at all, let alone an extreme couponer. I don't use coupons at the grocery store (I prefer to buy store brands which saves me much more than coupons) but once in a blue moon. So this is not coming from someone who wants the excitement of using a coupon. I just want to save money and I can't do that with JCP anymore.