This one would be a good one for the late Andy Rooney.
Ever notice that while coupons are bigger in value, they also require you to purchase more than one of the item? For example, in the past, Kellogg’s might have issued coupons for 50 cents off a box of Rice Krispies, but now the coupon is for $1 off two boxes.
This hurts consumers in two ways: one, it forces them to buy more of the product than they might otherwise need (and in the process, leave less to spend on other items at the grocery store) and two, while a 50 cent coupon would be doubled or tripled, the dollar coupon would not be eligible for doubling or tripling, being redeemed at face value.
It seems to be that if makers of food and other items sold at grocery and general merchandise stores want us to buy their products, they’d make it easy to do this with small coupons on single items–rather than force us to buy more, as is the case now, and end up driving away customers.