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Let’s face the facts. A few years ago people didn’t talk about using coupons. Honestly, as a child I would get so embarrassed when my mom pulled out a coupon at checkout.

But those days are long gone.

I am not sure of the reason, whether it’s due to the recession or more access with technology, but couponing clipping has become not only popular but very hip.

I am sure we owe some of that to the very popular reality television show “Extreme Couponing,” although I am not sure how much of the show is actually reality and what is hyped up. I do know that people are putting up to 40 hours a week into organizing coupons while others are feeling a little left behind in trying to learn the coupon game that Kourtney Kardashian compares to winning in Vegas.

Yes, even stars are starting to use coupons.

Who else is using coupons? According to an Aug. 2011 issue of Money Magazine, the average couponer makes between $70,000 and $100,000, while saving an average of $1,277 savings a year. Every hour spent couponing in 2011 is worth an estimated $100.

Consumers saved $3.7 billion using coupons in 2010. More than 78 percent of consumers reported using coupons regularly in 2010, up 14.7 percent from pre-recession levels.

Let’s look at the life cycle of a coupon. A coupon is a voucher entitling the holder to a discount for a particular product. They’re comparable to cash because by using a coupon the register takes money off the total bill.

Smart couponing is knowing when and how to get the best discount on a particular item and recognizing that not all coupons are created equal. Just because you have a coupon for a particular item, doesn’t necessarily mean it’s a good deal. Holding out for best deal with coupons and store discounts is what the goal should be in saving the most money.

Companies release different values of coupons from the paper inserts to online coupon sites, and you may find one to hold more value than the other.

There are manufacturer coupons, store coupons, and Catalina coupons, which print out at the register during checkout. It’s great to have access to printable coupons through the Internet but be aware of fraudulent coupons that circulate.

If the coupon seems too good to be true, it probably is and can be checked at www.couponinformationcenter.com. Be aware of the expiration dates and if the coupon can be doubled. Also, note that manufacturer coupons start with a 5 or 9, whereas store coupons don’t.

There is a lot of behind the scenes that goes into saving money with a coupon. These little pieces of paper can help save families thousands of dollars a year. This hip trend has become an obsession for some, a hobby for others, and a necessity for many Americans trying to learn the proper use of coupons to keep food on the table.