“Coupons were not in vogue during our period of gluttonous consumption,” said Kit Yarrow, a consumer psychologist in San Francisco and an author of “Gen BuY: How Tweens, Teens and Twenty-Somethings Are Revolutionizing Retail.” “But now that it’s once again cool to be cheap, they’re back.”

Using coupons has always been in vogue with many frugal people. Now people who are considered more affluent are using coupons as well.

Even online retailers are offering coupons for things other than discounts or just free shipping. I made a purchase and found a free coupon for an item, in addition to reduced shipping.

Several coupon sites such as RetailMeNot.com offer coupons sent to you via email. Additionally, there are coupons you can receive via your cell phone.

The super coupon clippers have them organized. Keeping them in your wallet for easy access also works well too. Serious couponers might scoff at those who carry them in their wallets or loose in a bag, but one or two coupons can still help you save big.

Shoppers can take charge when you use coupons. Good deals can be made better with the use of a coupon.