There is a retailer that sends me coupons in the mail—a lot of coupons. It seems like every single week I receive at least one coupon good for 20% off one regularly priced item. While I have occasionally loved the 20% discount (especially when it helped me to afford my beloved Dyson), these coupons more often lead to feelings of hostility. Let me explain.
When I leave my house in the morning, I resemble a pack mule. In addition to bulk items like my purse, my laptop, items to be returned, and my lunch, I am also loaded down with paper in the form of receipts, permission slips, post-it note reminders, business cards, and the newspaper. When I am really on-the-ball, this pile of paper includes coupons; unfortunately, I am not often that on-the-ball.
Being couponless in a coupon-offering store makes me angry, so I tend to avoid paper-driven-discount retailers whenever possible. I know that I could ask the retailer to honor a coupon that I left on my kitchen counter and hope that they agree, but there are sometimes when I am simply not in the mood to barter. On those non-bartering days, I have been known to shop a competitor’s store so I simply don’t have to face paying 20% more than the more on-the-ball shoppers.
I can’t find any research that suggests that my feelings are shared by others. Are you ever avoided a store because they offer coupons? If so, I’d love to hear your thoughts.