A greater number of people are now taking advantage of offers when it comes to their grocery shopping, using coupons and vouchers to help them access the best deals.
A poll by IGD ShopperVista found that six in 10 customers are buying more of their food and groceries on promotion, up from 40% in 2008.
This trend owes much to the tough economic climate and shows that the stigma attached to buying groceries on offer is dwindling.
The research of 1,000 shoppers found that younger customers and those with children are the most likely to make the most of coupons and vouchers.
A total 75% of 18 to 24-year-olds save money using such techniques compared to 45% of over 65s, while 75% of shoppers with children did so compared to 51% with no kids.
In fact, promotions have become a key factor in determining where we shop in order to get the best buys, with 71% of respondents citing them as an important consideration.
"Retailers have been actively promoting coupons, which are easy to understand and use and have relatively few restrictions," said Joanne Denney-Finch, IGD chief executive.
"Vouchers are more targeted now and can help shoppers, who have increased their planning before doing their grocery shopping."
Shopping via technology
A large number of us are increasingly turning to technology when trying to save money on our food and groceries.
You can often make significant savings by shopping online, taking advantage of offers that are not available in store.
Shopping on the net may seem daunting if you haven't done so before but it is much simpler than you think, and there are plenty of other benefits in addition to saving you money.
One of the best things about food shopping online is that it saves you time. You no longer have to dedicate hours of your day to rushing around a busy supermarket. Instead, you can shop from the comfort of your own home while the kids are asleep or at school.
In addition, if you forget something you can just go back and add it to your order, sparing you a second trip to the supermarket!