Each year, I read through the new Nielsen Co. statistics on coupon usage with great interest. It's a common misconception among non-coupon users that coupon shoppers have low incomes, are disadvantaged or are struggling financially and need to use coupons to get by.

Nothing could be further from the truth! According to Nielsen, the biggest users of coupons are Caucasian women under the age of 54 with college degrees and average incomes of more than $70,000 per year.

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