Near-record lows in consumer confidence mean an unprecedented rise in cost-cutting measures at the consumer level.

Consumers are focused on ways to find and save money, according to a report from Packaged Facts, a division of MarketResearch.com (New York). Coupons are a tried and true method, the report finds, because they save money and can help consumers transition to less expensive brands.

“Over two-thirds of Americans (69 percent) use coupons, and more than half (58 percent) primarily do so to stretch dollars,” according to the report, “The Couponing Consumer in a Down Economy” by Packaged Facts. “Two-fifths (61 percent) use coupons at supermarket, grocery or convenience stores, half use food product coupons, and one-fourth use coupons at restaurants.”

Wendy Liebmann, chief executive officer of New York-based WSL Strategic Retail, said consumers—especially women—are trying to wrest back control of their economic outlook by saying no to certain items and doing things themselves when feasible. Based on findings in the WSL report, “How America Shops in Crisis,” she predicts dollar-conscious spending will stick around.

“Cutting back, trading down, shopping in less expensive stores, putting less on credit cards is now a way of life. As we look to 2009, it’s crystal clear that this is not a short-term change. The implications for U.S. retailing are significant, dramatic and will be long felt,” Liebmann said. “The big culture shift is under way. The longer shoppers learn to say ‘no,’ the easier it is, and the longer it will take to return to the consumption of the early years of the millennium.”

“How America Shops in Crisis” is available for purchase at www.wslstrategicretail.com/products/incrisis_report.html. “The Couponing Consumer” is available for purchased at www.packagedfacts.com/Trend-couponing-consumer-2021979/.[March 2009 PET AGE]