Coupon feelings run high.

Coupon power has waned as store brand power and reputations have improved, but some of the strongest feelings among both age groups are about their love-hate relationship with coupons. "I still clip coupons, but if I see that the store brand for basically the same product is cheaper than the name brand less coupon value, I'll buy the store brand."

Shoppers of all ages are using, and complaining about, coupons. They'd very much like to see them for one item instead of two or three. They'd also like the printing to be easier to read and the expiration dates extended. Coupon redemption rates are up because shoppers are putting more time and energy into saving money. They would probably be up much more if they were more shopper-friendly. "Sometimes the stores are just getting the item when the coupon expires."

Older shoppers are shorter, have more trouble reaching high shelves, and have more difficulty seeing and/or grasping products that aren't right at the edge of high shelves. Bifocals add to this problem, because they don't work when shoppers' heads are tilted for looking up or down.

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