Bling’s out, paper’s in.

No longer comfortable flashing frivolous signs of indulgence, Americans are grabbing their scissors and bragging about coupons. Iconowatch reports the savvy are saving as bargain bragging rights quickly replaces the family gas guzzler as this season’s must have.

More than half of American households are clipping coupons from their Sunday newspaper.

While Internet usage is up 83 percent since 2005, it still pales in comparison (11 percent) to the number of households combing their Sunday newspaper for savings opportunities (53 percent), according to Scarborough Research.

Other sources for coupons include mail (35 percent), in-store (33 percent) preferred customer loyalty cards and in-store circulars (22 percent each), weekday newspapers and product packaging (both 17 percent) and magazines (15 percent).

A survey by market area shows nearly a third of Tucsonans last year used coupons weekly or more to save money on groceries.

Businesses looking for an New Year boost might consider the tangible appeal of coupons for customers and the Sunday newspaper as their preferred vehicle of choice. Industries standing to benefit might include the food or service industry, cinema and movie rentals, restaurants, or retailers.

For example, offer a coupon dinner and drink for two to attract young customers looking for an affordable date night, or learn from Payless ShoeSource and offer a BOGO (buy one, get one) sale of your own. Movie houses might consider “buy one, get one” free or discounted coupons to attract families during less busy times.

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