posted about this article several months ago, but I thought it was worth pointing out again in case you missed it. I still think this is the most interesting quote:
Fueling the increase isn't the general populace but heavy coupon users, people who redeem 104 or more coupons over six months, according to an August report by The Nielsen Co. These users tend to be females under the age of 54 with college degrees and household incomes above $70,000, Nielsen says.
Just thought I would remind you smart you have to be to shop with coupons! :)