Why don’t minorities use coupons?


You see, it’s because no one talks to me that I assume no one is talking to me. It’s a vicious circle. I rarely get “opened” by strangers. Perhaps it’s my inadvertent “no trespassing” mannerisms that scare people off. When I hear a stranger speaking in my immediate vicinity, the last person I expect the talking to be directed at is me. Turns out, today I went to the store to pick up some items because I had a host of coupons that are expiring tomorrow. I’m a coupon hound. I wouldn’t call myself “extreme,” but I do indulge in coupon clipping with a degree of unusual devotion. Coupons frequently expire on the last day of the month and I usually try to round up and use those set to expire in one fell swoop in a last-ditch, end of the month shopping putsch. I was off work today and I imagined a Wednesday afternoon is as good a time as any to shop if you really don’t care to be around groups of shoppers.


So I heard a woman in line behind me say something in Spanish as I paid the cashier. Naturally I didn’t assume she was speaking to me so I tuned her out completely as is my custom. She repeated the question, more insistently, and this time I looked. She was a middle-aged dark stout Mexican woman and I didn’t hear her complete question but I did make out a couple of snippets. “Donde and “cupones” with a “?” inflection. Ah! My spoken Spanish skills suck and it takes me a long time to recall proper words and usage so it wasn’t until I was walking back to my car that the word struck me, too late (periodico). I had just told her, in English, “the newspaper,” and she understood. She had asked me where I got the coupons. Evidently she was impressed by my vast discount savings!



Obviously I’m being facetious. A 17% coupon savings is nice but not as much as some of those lunatic coupon junkies you see on television. I use coupons and treasure the small savings I gather here and there and over time. I’ve had many occasions where I saved more. Couponing is something I “discovered” since the economy took a dive in 2008. I learned many, many ways to save money which I instituted with fanatical (some would say sick) devotion since. There were a few moments back then when the well-being of my job seemed a tad precarious, but things have gotten better. Still, my penny-pinching ways became an integral part of my allure and I partake in many avenues of personal austerity measures. Coupons are a habit I’ve taken up and rather enjoy. Couponing is not purely an act of saving money, not if you’re honest with yourself. It is a very nerdy activity. Shuffling through store aisles and planting yourself in front of displays excitedly while you rifle through your coupon holder is not the penultimate definition of style or hotness. I don’t care. Typically, you don’t expect men to coupon, but shockingly, 48% of coupon cutters are men.


Another thing I’ve noticed is that you rarely see Hispanic couponers at many of the stores in East L.A. The fact the lady had to ask me where to find coupons illustrates this quite well. Even in many of the middle class Hispanic neighborhoods, you don’t see a lot of Hispanics using coupons. This is one of my unofficial obersvations, and apparently there is survey data to back up this assertion. Marketing surveys show that African-Americans and Hispanics are predominantly non- and low-users of coupons, while White households account for almost 80% of heavy coupon usage. More counter-intuitive is the fact that affluent households are more likely to be heavy users of coupons. The driving motivation for coupon usage appears to be “saving money” as opposed to “eeking out” survival. One theory (and they are scattered all over the place) is that those who are indeed eeking out survival are more likely to use government assistance and are therefor unlikely to devote much effort into saving money (why save money when it’s not even yours? This is an extension of the principle that renters degrade the value of a neighborhood because of their lack of personal pride/ownership).


Another theory as outlined by an AOL financial blogger, Tom Barlow, is that there is a perceived sense of shame which dissuades Blacks and Hispanics from using coupons which is implicit in the cashier’s disapproving body language when presented with coupons. The thinking is that a sense of shame accompanies coupon use and it is minorities who experience the most shame whereas affluent Whites (those most likely to use coupons) experience the least “eye-rolling” and “sighing” feedback loops from cashiers they greet when when producing coupons. I don’t entirely buy this. As I noted, I don’t see a lot of middle-class Hispanic coupon usage even in stores where most of the cashiers are Hispanic. Perhaps Hispanic cashiers tend to be less receptive of coupons? There sure doesn’t seem to be a sense of shame when the girl with 3 kids stuffed in the shopping cart pulls out her WIC coupons or the ghetto soldier pulls out his EBT card with a flourish. I don’t believe shame is that strong a deterrent to coupon use. Shame is a strong consideration if there is nothing to be gained, but if you use coupons wisely, you can save a lot of money. The savings in themselves should counteract any pangs of shame you may entertain. People are notoriously shameless when it comes to personal profit. Perhaps I’m being cynical, but I think some people don’t use coupons because they are lazy and short-sighted. As I said, coupon clipping is a nerdy, overly cerebral (yes!) activity which requires forethought and devotion to trivial detail. It requires a studious mindfulness and application and the ability to carry this mindset with you into the most mundane of real-life activities: grocery shopping. There is something going on in the Black and Hispanic cultural perspective that inhibits such painstaking behavior.


Interestingly, according to the USA News article, African-Americans and Asians were equally likely to be non-users of coupons, despite the fact Asian economic and educational standing essentially parallels that of Whites. My theory is that Asians are more likely to entertain the aforementioned “shame” outlook in regard to coupon use. Asian-Americans tend to be inordinately class- and status-conscious, materialistic, and even a bit more pretentious. The supposition that coupon use is dissuaded by shame and self-consciousness works well in describing Asian coupon behavior.


When it comes to Mexican and Black coupon behavior, I think it’s safe to say that usually they just don’t care enough about saving $4.25. They don’t fetishize minutiae.



  • Eric Shun

    I used a 2-for-1 coupon one time on a first (and only) date with a former coworker. I wasn’t all that romantically interested in her, but she was pleasant enough to share a meal with. She didn’t seem to mind the coupon (but I wonder how she later described the date to our coworkers).

    • That’s a good filtering mechanism to use with women. I would prefer women who appreciate frugality.

      Such women wouldn’t have that “spending money wantonly as a symbol of conformity” mentality. In the grocery line, I like to think that hot chick behind me is turned on by my financial asceticism. In reality, she probably doesn’t care, much less notice.

  • E. Rekshun

    I get two or three $5+ “extra bucks” coupons emailed to me from CVS; good as cash on any items. I’ve used three or four at a time. The cashiers at CVS and other random stores actually seem excited over the money I save or when a decent coupon prints out with the receipt.

    On the other hand, the $1 stores are better than any coupon savings.

  • I’m a minority and I use coupons. I can’t afford to let anyone’s sighs or eye rolls get in the way of saving me money. I learned how to shop, pair the sales with the coupons, buy only what I need and will use, and not waste what I purchased. I regularly save 35-50% on my groceries. In this day and age every penny counts, and they are all my pennies!

    Side note: Target will let you pair manufacturer’s coupons with their own coupons. Catch a good sale and you’ll be feeling like an extreme couponer!

    • admin

      I’m a minority and I use coupons

      Me too, ConventionalDee!! Yes, most stores will let you pair manufacturers with the store…it’s a matter of finding and pairing them :)

      • Does being a Republican in Los Angeles county count as being a minority?! Just askin. I want to be part of some minority.

        • You’re a white male – doesn’t that also make you a minority in L.A.? Along with being Republican. :)

  • Kim

    The word is “eking” not “eeking”. FYI.

    • David

      Kim, you’re a gentleman, and a scholar.

  • @Jynxi. BOO! HISS!
    Coupons rock!
    And while all three places you mention are good-also Fresh ‘N Easy, these place do NOT always have a lot of products that the regular markets have. Thus, be careful what you clip and buy it only if you need it.

  • jynxi

    Coupons are nothing more than a marketing loss-leaders to get you to buy junky products you don’t need or want. Give me a damn coupon for 75% off on Kobe-beef or Single-Barrel-Whiskey. If you really want to save money, go to Costco, Smart-N-Final or Trader Joe’s. Couponing is for suckers.

    • David

      Nah, the real suckers are the one’s who eat out all the time and spend more per pound of food than anyone who takes the trouble to actually use their kitchen to prepare food.

      I am sure there are couponers who fit your profile, but on the other hand, speaking for myself, I don’t buy (or very rarely do) shit I don’t normally use just because I have a coupon for it. In fact, during my clipping stage, I can go through several inserts and only come away with 5 or 10, tops, just because I don’t clip what I don’t really want.

      Costco doesn’t benefit someone like me, but my parents have a membership there and occasionally I give them some money to buy crap like toilet paper or paper towels or drain cleaner. But I have no use for the bulk items when I don’t have the space to store them. I piggy back on my parents purchases :)

      I like Trader Joe’s, but c’mon, that place is just as pricey as any department store. If anything, I prefer shopping at Sprout’s, too bad I live so far from them.

      • Well, you know a lot of the time that we eat out, we use. . .COUPONS! And there is the Entertainment book which also gets us higher-end places with a substantial savings.
        I think that Trader Joe’s is still less than the big-chain places like Ralph’s and or Vons. In fact for a lot of what we get it IS less. Trust me, I save the damn receipts.
        You know, you would be surprised but just for the two of us, Costco, though I HATE IT, we do end up getting a lot there and use what we get. And it is usually food items. And since I can not but heat items in the microwave in our kitchen, it is great for me when the wife is not home from work at the same time. Don’t discount Costco. Even though I HATE IT!

  • Both David and Amy have a good point about coupons.
    Don’t use it just cause ye have it. Especially if ye don’t need that item.
    No, it is not being lazy at all but correctly looking at an item,seeing what is cheaper and sometimes ending up NOT using said coupon. In fact, it is more work to do that. Which is why when dragged shopping, I usually just go off to the magazines.

  • Amy

    I use coupons, but so often, some other brand or generic version of the same item is cheaper, even if I’d used the coupon for the other item. Using the coupon would be as silly as buying something just because it’s on sale.

    Yep, sometimes I’m too cheap to use coupons.

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  • Oh, this prompts me to actually pull out the discount card wallet. Yup, I have a separate wallet for all the discounts cards I have. I think I can do a good post on that alone.

  • Couponing is awesome… I think the biggest complaint I’ve heard is “no time” — *shrug* their loss.

    $4.25 is a lot. Well done!

    • David

      It’s a lot but alas, it’s only 15%, not 17% as I previously boasted. I don’t know why I was fixated with the figure $4.95.

      One thing to watch for when couponing is that you buy crap you don’t really want or need, and thus buy more than you should have, which defeats the whole purpose.

      • I don’t know what store you went to. Have an idea, but don’t want to make an assumption. Anyhow, I know when we go to Vons (Safeway) or Ralphs (Kroeger), they itemize the savings in minutia. Thus if an item is already discounted, there will be the original price, sale price AND, if one is lucky, the coupon discount. Sometimes the Mrs. has saved OVER 50% when all is taken into account. Reminds me of the time when my brother that now lives near San Diego was staying with us while he was building his home. One time he went to the market with me. With a boatload of coupons in my hand. He is one of the 52%. He was pretty annoyed until he saw how the hell much money I saved. You think that you are cheap? Trust me, when there is a tag-team like the Mrs. and me, well we ain’t extreme and have not been thrown out of stores like some. But we save a helluva a lot.

  • Dude, we are Swiss Family Coupon.
    We get the Left Angeles Times and the Pasadena Star-News on Sunday. TWO sets of coupons for the wife to go through.
    It is not exactly a BFD to go through and find stuff that, gee, your gonna buy anyhow, right?
    Maybe it gets in the way of the hoops in front of your Mexihermit Manor.
    I do not know.
    But I have to come back to this later.
    For now, it is. . .and I know your going to love this. . .GO KINGS GO!

  • Well, if you’re living off welfare, why bother? ;)

    • Will, spot on as always! What I want to know is why is it still called “food stamps” when it is an EBT? card. And one can get whatever the hell they want?

      • David

        Love it!