We've written before about how discounting can give you a comparative advantage over competitors that is only amplified during a sagging economy (like, er, the current one). Given that, we were hardly surprised to find that coupon use is growing among consumers, according to a new poll. Specifically, 80% of consumers use them, and over 70% are using more than they did six months ago.

The implications of this finding are obvious: even though it may hurt--may even seem counterintuitive, given that the lousy economy that is encouraging coupon use is the same lousy economy that leaves you less able to afford discounting--at this point, it may be less about attaining a comparative advantage and more about keeping up. With a full 87% of consumers reporting that they would be more likely to shop at a place that offers coupons, you may not be able to afford not to.

But you still can distinguish yourself from your competitors without cutting more into your profits by designing coupons that are more clever and that are delivered more wisely. Take heed:
*80% say they will likely increase coupon use if they receive coupons specifically tailored to them or consumers like them.
*56% say online coupons are as convenient as or more convenient than print ones.

Arm yourself with that, and go forth and coupon.