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According to a recent report, more than half of all US consumers over 18 have used online coupons in the last 30 days, and 72 percent of consumers plan to use coupons to save on groceries. There is even a new realty TV series dedicated to the suddenly hot trend of couponing, called Extreme Couponing on the TLC network.

Much attention has been given recently to short-duration discounting, via websites like Groupon and Living Social. These sites offer limited-time deals in which consumers get a specific discount at local stores or restaurants, usually between 50-90% off. The consumer buys the deal from the site, and the site shares the revenue with the merchant. In a university survey of 150 small businesses that used Groupon, 40% said they would not do it again, while two-thirds of them said the the promotion was profitable.