The proof is in the paper

When Mona Balentine leaves home to run errands, she makes sure she has her keys, her wallet and the envelope full of coupons stashed inside her purse.

"I would call myself a bargain shopper," she said. "Unless it's on sale, I probably will not look at it."

Balentine said she gets the coupons from publications such as the TimesDaily, online and through the mail. Bargain shopping, whether at a grocery or department store, she said, has been a priority for years and something she has stressed in her household. And as a result, Balentine said she has saved a significant amount of money.

Melissa Clark, assistant marketing professor at the University of North Alabama, said the economy may be the catalyst behind the nationwide trend of increased coupon usage.

Clark said the trend in recent years has been that about 87 percent of circulated coupons have been in the Sunday newspapers. The use of those coupons are on the rise.

"In general, coupon redemption rates have been low," Clark said.

But because of the economy's slumping condition, she said more consumers are using coupons - most specifically for food. Other marketing experts say coupons for wearing apparel has also become increasingly popular.

"You can't cut the price of gas; that's a given," Clark said. "But groceries are somewhere people can save money."

For consumers, coupon usage is as much a convenience factor as it is savings, Clark said. She said there is a 35 percent redemption rate for in-store coupons as opposed to those mailed out. The customer benefits from being able to use the coupon instantly if it is already in the store, Clark said. Otherwise,customers have to remember to bring the coupon with them.

"It's just making it convenient for the shopper," she said.

Balentine said now that her children are adults, they have picked up her bargain savvy habits.

"It helped me to stay within a budget," she said.

Even outside of economic conditions, Balentine said she still uses coupons just to save the money. She said she tries to shop according to the coupons. If Balentine wants to order a pizza or get a burger from a fast food restaurant, she said she looks for the coupon before she makes the stop. She eats out based on the coupons she has clipped.

"It's not a bargain if it's something on sale that you're not going to use," Balentine said.

Scarborough Research recently conducted a survey that noted all coupon acquisition categories - newspaper, mail, in-store coupons, loyalty cards, product packages and magazines - have shown increases since 2005.

The survey showed that Internet coupons are particularly showing an increase in popularity, with 11 percent of coupon users obtaining them online. The survey concluded, however, that 53 percent of households get their coupons from the Sunday newspaper.

Traditionally, shoppers in the Shoals have turned to the newspaper to find out about local sales and to find coupons that reduce their expenses. For instance, the TimesDaily had $880 worth of coupons in a recent Sunday edition. The total does not include the various sales flyers inserted into the newspaper.

Officials with the Newspaper Association of America said research shows the main source for coupon users nationwide remains newspapers, easily outdistancing direct mail.

A survey conducted by Mediamark Research Inc. showed that 78 percent of those who used coupons over the past 12 months got them from newspapers.

Clark said it is more common for older adults to use coupons. To appeal to a younger audience, some companies are getting creative in their approach.

Lori Smith, a Kroger advertising manager, said the retail supermarket chain is experimenting with texting coupons to shoppers.

Kroger has partnered with Cellfire, based in San Jose, Calif., to deliver coupons to customers' mobile phones.

"We're hopeful that the coupon via cell phone is appealing to our customers and help make their shopping experience better," Smith said.

Clark said the online method allows shoppers to specifically search for savings on things they use.

Clark also said manufacturers learn about their target audiences by storing demographic information. When consumers take surveys or use discount savings cards, they give information like background and income to better help manufacturers assess shoppers.

While coupons help consumers save, they in turn advance sales for some businesses.

Bill Trail owns Rock Bottom Carpets in Florence, Huntsville and Decatur. He said by working with marketing agency Coupons and More, business has increased.

Trail said consumers respond well to the coupons. Each month, the company sends 20-30 coupons to residents throughout North Alabama, Trail said. This month, Rock Bottom is reaching almost 24,000 households.

"We know when the mailings come out because our business picks up," Trail said.

Amidst an unsteady economy, Balentine has learned through the years that if she can buy something discounted, there's no reason to pay full price.

Shelbia Brown can be reached at 740-5733 or shelbia.brown@timesdaily.com.