Even though 22% of consumers admit they are self-conscious when it comes to redeeming coupons at the grocery store, many are shrugging off the uncomfortable feeling to save money.

• 57% of those who admitted that clipping coupons was awkward now say they don't care as long as they save money.
• 26% of consumers under age 35 said the economic downturn has reduced their inhibitions about coupon usage.
• Nearly 23% who suffer financially have become less self-conscious about redeeming coupons.
• About 40% of people ages 35 to 54 said they used more coupons in the last six months, compared to 36% of consumers ages 55 to 64, and 25% of those ages 65 and older.

Source: ICOM Information & Communications Date: March 2009