TORONTO — More people are using coupons despite feeling self-conscious about it, according to a new survey.

More than one in five (22%) U.S. consumers admit they are self-conscious about redeeming coupons at the grocery store, according to research by marketing firm ICOM Information & Communications. However, 57% of respondents who admitted they were self-conscious about redeeming coupons at the grocery store in the past said that they no longer care as long as they are saving money.

Apprehension tied to using coupons in the checkout line is also waning in key demographic segments. Of consumers 35 years old and younger, 26% said that they have reduced inhibitions about coupon usage in the past six months. Nearly 20% in this demographic said they used to be self-conscious but are no longer because of the economic benefit and 6% said that they are less self-conscious. Almost 23% of respondents who have suffered a direct financial loss have become less self-conscious about redeeming coupons at the register.

“In a down economy even the most stubborn consumers are receptive to money saving offers,” said Mark Hertenstein, ICOM vice president of sales, in a statement. “This is a perfect time for brands to engage desirable consumer segments with offers that appeal to their frugal mindset.”

Commissioned by retail analytics firm Precima, the survey was sent to 45,000 U.S. households with 3,013 responding nationwide.

Also, 43% of shoppers say that they’ve used more coupons in the past six months. This data comes as a followup to ICOM’s April 2008 survey that asked consumers if they were likely to use more or fewer coupons in the event of economic downturn. According to that survey, 67% of consumers planned more coupon use in a recession.

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