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Here's why I do it:
Smart Balance half gallons on sale for $1.99 each. 75¢ off coupon, which store doubles to $1.50. Result: milk @ 98¢ a gallon! What year is this, 1965? heh. I play by the rules. Coupon policy sets a limit of four like coupons per transaction. I'll definitely make another trip to get more while the sale lasts, though.
I figure couponing has saved me about $1,000/year. Pretty nice! It is time consuming, though. But I enjoy it.