I've tried clipping coupons in the past. However, I would find most often there is a cheaper version of the item, than the brand for which the coupon applies. This is usually because of the frequent shopper card that cuts prices for the store brand of the item. So, I concluded that it is more cost effective to be a frequent shopper at the grocery store of my choice, than to clip coupons. Sure, one can save lots on the more expensive brands by using coupons, but it is cheaper yet to buy the grocery store brand, I find. At the same time, like another has said, I'll use a coupon for something if it is what I normally buy--usually items for which I do not find an appropriate store brand version.