“When I go shopping at Walmart, I often end up getting money back,” she says. Dressed in a dark blue plaid coat, Nanell Clark shuffles through her purse and pulls out a large black wallet stuffed with receipts. She tucks a strand of long red hair behind her ear before taking out one receipt after another, placing them on the table in front of her and pointing to the negative total on each.
Clark is an expert couponer who searches online and through the pages of the Sunday newspaper to collect coupons for items from groceries to apparel. Each week, she figures out what she needs to buy for her family, flips through her coupon binder and finds coupons that will reduce the cost of the items she buys that week. “I can’t remember the last time I paid full price for something,” she says.
Having grown up as one of seven children, Clark learned early on that in order to get the most out of her twenty dollars for back-to-school shopping, she would need to be frugal. With six other children in one household, watching for deals and clearance sales was a necessity.
“I grew up couponing because my mom couponed,” she says. “When there are that many kids in one household you kind of have to.”
Now, as a wife and mother of two living in Springfield, Clark’s frugality has become an obsession. “If it’s not on sale and I don’t have a coupon for it, I’m not going to buy it,” she says. Her obsession saves her family thousands of dollars per year. Her kids know the one most important question when shopping with their mother: “Mom do you have a coupon for this?”
When Clark discovered a couponing blog called My Frugal Adventures three years ago, her obsession really took flight. “They do most of the work for you,” she says. “They do all the match-ups and tell you where the coupon is, you just have to get the coupons from them.”
Clark once found twenty coupons for granola bars on Ebay for just one dollar and subsequently bought fifty boxes of granola bars- at least one year’s worth for her family. Her kitchen pantries and laundry room cupboards are filled with boxes of food, the garage pantries house bottles of shampoo and toothpaste, and a corner of the attic serves as a toy store. When her son had a birthday party to attend, she didn’t even have to leave the house to find a gift.
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Underneath the fluorescent lighting of a large warehouse-sized store, customers mill around the long aisles of everything a person could need: clothing, kitchen appliances, groceries, entertainment, furniture, and children’s toys. The monotonous beeping of the scanner at the register echoes off the walls.
Clark carries a calculator in her purse as she shops at Walmart. Although couponing comes quite naturally to her, she admits there is definitely a learning curve. As she puts each item in her shopping cart, she calculates what her total should be minus the percentage her coupon gives her for each item. Once she gets to the register, if the cashier’s total doesn’t equal her own she makes the cashier go through and find the mistake.
“It doesn’t effect me as much as it effects the customers behind her,” Walmart cashier Casey Wise says of ringing up avid couponers like Clark. “It’s time consuming and frustrating for other customers.”
However, if a store doesn’t give her the extra cash when she has a negative total, she turns to the customer behind her. “If the store doesn’t give cash back, I’ll start buying other customers’ items for them,” she says. For Clark, wasting money is not an option. She buys a few of their items until her total is brought up to zero.
Although it comes quite naturally to her, Clark admits that the strategy to successful couponing can be confusing. “It can be really hard to learn on your own– it’s best to use a friend who coupons or the websites to get help,” she says.
A Thrifty Mom, a couponing website created in 2009, provides printable coupons and links to coupon sites as well as information about what to use a specific coupon for, where to use the coupon and when to use it. Sarah Barrand, creator of A Thrifty Mom, learned that it’s best to use coupons that are coordinated with a sale in order to get the lowest price.
Ten years ago, Barrand gave birth to a son with only half a heart. With very few options for their son’s survival, Barrand and her husband were in and out of hospitals in Washington, Arizona and Utah for the next three years. “Because we were already trying to pay off our debts, we only had fifteen dollars per week for food,” she says.
Barrand quickly learned that clipping coupons coordinated with sales was the best method of saving money. Today, her son is a healthy ten years old and they are living debt-free.
“I knew how to make my dollar really stretch,” she says. When the economy took a downturn in 2008, Barrand saw her friends and family begin to worry about how they would provide for their families. With all the support her family had received during those first three years of her son’s life, Barrand wanted to do something to return the favor.
“When my son was going in and out of surgery there were a lot of people who would help us by giving us rides to the airport and things like that,” she says. Creating a website to teach them about couponing was her way of giving back. Now, A Thrifty Mom offers coupons, deals, and meal ideas for people all over the country trying to save money.
When couponers want to find specific coupons and deals online, they go to websites like Cheap Sally, which offers coupons for 11,000 different retailers worldwide. Some of its most popular retailers include JibJab, Target, Forever 21 and Auto Trader. “We try to cultivate a relationship between our site and the advertisers so that people can coupon on our site,” says Tyler Stauss, one of the creators of Cheap Sally.
Walmart Customer Service Manager Keith Aiken says that coupons are good for business. “We get reimbursed by the manufacturer for the coupons,” he explains. “Although the customer may be saving money, we are still making the total price.”
According to a Compete Online Shopper Intelligence Agency study, 91% of coupon redeemers say they will visit a retailer again after being offered a coupon and 57% of shoppers, like Clark, say they would not have made the purchase without a coupon first.
“Their conversion rate is greater than those who don’t use coupons, which is probably good for the economy,” Stauss says.
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As she walks down the aisle of a grocery store, Clark can easily point out her fellow couponers. There is a friendly atmosphere between them and Clark has even made good friends through couponing. “They’ve got their binder and they’ve got their coupons,” she says. “After a while you start seeing the same people over and over.”
Now that Clark has become an expert at couponing and can get so many items for free, she often donates any items she can’t fit in her pantries and cupboards to those in need. “There is always a place to donate to,” she says. With her stockpiles of shampoo and granola bars, she always has something to donate to local food banks and shelters.
Over last Christmas, Clark provided Christmas to an entire family. Coupon website Frugal Living Northwest had begun its Christmas Tree Project in which readers could sign up to help some families in need in the Pacific Northwest. Readers could donate toys, school supplies, food, books, games, and other household items, pay a utility bill, or even adopt a family for Christmas.
Clark and another reader worked together to provide Christmas to a family in Springfield. Unable to pay rent for several months, a couple and their two young children had been forced to move in with their mother, who had also been struggling financially, in a small duplex. The couple and their children were living together in one tiny bedroom. “They really had nothing- when we took stuff over to their house they had nothing under the Christmas tree,” Clark says.
Because Clark’s children had outgrown diapers, she donated her stockpile of baby items to the family. She and the other reader asked their friends and coworkers to donate money to help pay their bills as well. “I always have something I can give away to someone who needs it more,” she says.
Clark’s frugality has begun to rub off on her husband and children. When Clark’s daughter picks a penny up off the ground, she asks what she can buy with it. “Most people would say you can’t buy anything with a penny,” Clark says. “You might not be able to, but I can.”