Chicago Tribune : Grocery coupons catch attention of a new audience

Bargain hunting in the grocery store isn't just for hard-core coupon pros anymore.

With food prices climbing at a rate not seen in nearly 20 years and an economy sliding to a low not seen in decades, experts said more grocery shoppers are adopting price-cutting strategies.

Traffic at Web sites devoted to coupon usage soared more than 30 percent over the year ending in October, according to ComScore Media Metrix. And the grocery gurus who run shopping sites say it isn't just price-conscious moms looking for advice; single professionals and others are increasingly clicking in.

"The demographics have really changed to people who have never really thought about price on groceries," said Teri Gault, founder of the Grocery Game Web site.

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