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'Extreme couponing' shoppers pose loyalty test

from Bloomberg News

Extreme couponing, a consumer trend spurred on by the reality TV series of the same name, may make deal-chasing U.S. shoppers less loyal to retailers from Kroger Co. to Staples Inc. In the first half of this year, U.S. consumers redeemed 1.75 billion coupons for a savings of $2 billion, according to NCH Marketing Services. That's an 18 percent increase from the same period in 2009, when packaged goods companies began stepping up discounts to spur demand, the Deerfield, Ill.- based firm said. more


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