CouponTrade Can Help Attract Customers Through Unused Deals A new online marketplace can help companies sitting out the discount game pull in new customers through unused deals from other businesses.

The Groupon and LivingSocial gamble for small businesses: Will people rush your store en masse to cash in their chits? Or will they print them and forget them (and forget about your business)? A new option: Sit out the deep discount game. Via CouponTrade, you can use other businesses' buzz to attract new customers to your company.

Founded last winter by George Bousis and Brad Wasz, CouponTrade is an online marketplace where consumers sell unused gift cards and daily deals, and businesses peddle coupon codes, digital coupons and discount gift certificates.

In June, Groupon sold 10,000 two-for-one passes to Chicago's Shedd Aquarium. Shoppers who bought first and read the fine print later realized the offer was only good for Wednesday evenings. Rather than waste the tickets, many resold them on CouponTrade, where a range of other deals--including offers from local grocery store chain Cermak Fresh Market--waited.