Shopping Smart: ‘Extreme couponing’ goes too far

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Bargain hunter Chrystie Corns reacts as she participates in the TLC series “Extreme Couponing.” (Courtesy TLC)

Updated: October 19, 2011 7:24AM

When I saw the first episode of “Extreme Couponing” on TLC last December, my sense was that viewers would learn new ways to save money and be reinvigorated to use coupons each time they shop. I was wrong.

Hundreds of e-mails from shoppers later, I am convinced that the concept has done more harm than good. No longer feeling good about saving $10, or 10 to 20 percent, shoppers are calling themselves “extreme-savings famous” and feel depressed when they are not able to buy $1,000 or more worth of groceries for 25 cents.

Watching and reading about these obsessed savers makes me wonder just how long it will take them to use the 200 rolls of toilet tissue or 12 gallons of mayonnaise stored in their custom-built storage room (the cost of which, of course, has never been disclosed on the program).

And it isn’t surprising to see the backlash from supermarkets, which are now revising their coupon policies to avoid driving themselves out of business. Target has most recently joined this group.

Holding up manic shoppers as role models for the average person who has a full-time job, cooks and takes care of their family is wrong. If we do want to highlight how to save money on groceries, can we do it in a way that empowers, with realistic tips that won’t take 30 to 50 hours a week of one’s life?

On SupermarketGuru.com, we polled readers about their grocery savings strategies. Seventy-three percent said they spend one hour or less planning their savings/shopping trip; less than 1 percent spend more than four hours.

Is time money? For our consumer panel, it certainly is — 59 percent say saving time is as important as saving money.

Even without spending tens of hours a week clipping away, 64 percent report they save between 11 and 40 percent.

On our Facebook page, Molly Werner-Garza referred to the show as “Extreme Hoarding, and I don’t do that. . . It is going to ruin it for everyone who wants to carve out a bit of a savings for their own family and that is really sad.”

Dee Danford’s gripe: “It is very frustrating when you go to get one or two of a good deal and the whole shelf is empty.”

And Joanne Rose wrote, “I honestly think it’s disgusting and greedy what those people do. Saving money is fine, but they are out of control and everyone will pay. Rite Aid has recently changed their coupon policy and others are sure to follow soon.”

Probably the lowest part of the show is when they show these coupon masters Dumpster-diving to find unused coupons. This from the network that brings us “I Didn’t Know I Was Pregnant,” “Toddlers & Tiaras,” “Freaky Eaters” and, of course, the updated “Kate Plus 8.”

Using coupons is a valuable tool to save money, especially as prices continue to rise. Let’s be realistic and celebrate smart shopping. By using coupons and lists and shopping the specials, we still can save 10 to 20 percent .

Phil Lempert is the editor of Supermarket Guru.com and reports on the latest trends on NBC’s “Today” show, ABC’s “The View” and local Chicago news programs. E-mail Phil@SupermarketGuru.com.