Emily: I also saw the episode where “Mr. Coupon” shops for the troops (he has also donated to a food bank). I agree that it made couponing seem patriotic, but I also saw it as a way to justify the practice and the accumulation of products that folks could never use on their own (his stash of deodorant and body wash is unbelievable)! He’s the only couponer in the series that I’ve seen donating–most folks (like you said) keep a stash for themselves just in case–I’m pretty sure TLC covers this on their show on hoarding! 😉

Thanks for this thoughtful post. What I find particularly compelling about this show is the sheer amount of labor required to employ these tactics. The consumers “working the system” are, quite literally, working. Arguably, the portrayal of all those hours spent on saving is another reason that TLC can portray this type of culture jamming – few are willing/able to dedicate the time. Certainly, retailers depend on the low usage numbers for coupons that you offered in your piece.

I’m also intrigued by the justifications offered on the show; I haven’t watched it regularly, but one extreme couponer made care packages for troops and regarded his own stash as a kind of safeguard against the possibility of future economic woes. In that episode, at least, the work of couponing became almost patriotic.