"There's a lot of research right now that shows that in fact usage of coupons is steadily on the increase," said Valpak spokesperson Deanna Willsey. "And it's really no surprise given on how all the consumers are really tightening up on budgets and looking to make their dollar go further."

Willsey said it's not just grocery coupons. People can save on anything ranging from restaurants to home improvement.

"It really makes you feel better about having that little thing you'd like to have extra," Willsey said.

According to Valpak, 51 percent of the people redeeming coupons have households that make $50,000 or more.

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