Learn to Understand the Fine Print on Coupons

Nobody really enjoys reading the fine print on anything, but when it comes to couponing, it's a game changer. By understanding the fine print — and differences like "limit one coupon per purchase" vs. "one coupon per transaction" — you can avoid awkward situations at checkout, make sure you're getting the right deals, and create a more accurate shopping budget. Let’s break down the essentials and answer some common questions about couponing terminology.

Don’t worry. We’re going to help you fully understand the language. Afterward, you’ll be confident using these coupon rules, and then you can begin to explore stacking coupons!

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Basics of Coupon Fine Print

Manufacturer vs. Store Coupons

First, know that the coupon's fine print will tell you if you’re holding a manufacturer coupon or a store coupon. This is crucial because it affects how you can stack coupons. The product’s manufacturer issues manufacturer coupons, which can be used at any store that accepts them. These coupons will state “manufacturer’s coupon” somewhere on them. They can be found in Sunday newspaper inserts, printable websites, or digitally in store apps like CVS and Target.

Store coupons, on the other hand, are issued by specific stores and can only be used at that retailer. These typically offer dollar-off or percentage-off savings for specific categories or products. Occasionally, you may find a grocery store that accepts competitor coupons. For example, my Publix accepts Winn-Dixie coupons. So if Winn-Dixie has a $5 off $30 store coupon, I can use it at Publix instead.

Common Fine Print Phrases and What They Mean

Once you’ve determined whether you have a manufacturer coupon vs store coupon, it’s time to dive a little deeper into that fine print. Let’s look at some of the most frequently asked questions we see here at KCL.

"Limit one coupon per purchase" means you can use one coupon per item.

When trying to understand the fine print on coupons, remember that words like “purchase” or “purchase of item” mean you can use one type of coupon for every individual item purchased. On the coupon above, you can purchase one bottle of Selsun Blue using one coupon and get $1 off. Or, you could purchase two bottles with two separate copies of the same coupon and get $1 off each bottle.

“Limit one coupon per purchase” is meant to enforce the point that you can’t use two of the exact same $1 off coupons for the same bottle and get $2 off just one bottle.

Here's another example:

If someone is buying three tubs of frosting and they have three $0.50/1 Betty Crocker frosting coupons, they can use one coupon for each frosting. On the other hand, if the coupon is $1/3 Betty Crocker frostings, the shopper can only use one coupon per three frostings purchased.

"Limit one coupon per transaction" means you can only use one coupon — regardless of how many items you have.

This phrase means you can only use one of these specific types of coupons per item and per store transaction.  If you have two bottles of shampoo and two of the same coupon, you’ll need to make two separate purchases to use both coupons.

Here's an example:

Say you want to buy two bottles of Tide and you have two of the same store coupon that reads “Limit of one coupon per transaction.” You’ll need to buy one bottle, use one Tide coupon, pay the cashier, and then do a separate transaction for your second bottle, use the second coupon, and pay the cashier again.

Here's another example of this coupon rule in action:

Now, let’s say you have a store coupon and a manufacturer’s coupon. Depending on the store’s coupon policy, you may be able to combine two “Limit one coupon per transaction” coupons for the same item. This won’t work if they’re both manufacturer’s coupons, though – or if they’re both store coupons.

Here’s how it works IRL. You want to buy a bottle of Tide that’s on sale at Walmart and have one store coupon and one manufacturer coupon for the same bottle. Both coupons say “Limit one coupon per transaction.” Because you have two different types of coupons, you can use both (aka stacking coupons) to score significant savings. 

KCL TIP: Have other coupons for different products in your transaction? You can use those too — as long as you obey the fine print on each separate coupon.

Coupons stating "Available at Walmart" can be used at other stores like Target.

As long as the coupon is a manufacturer coupon, you can use it anywhere. “Available at” is merely a suggestion. 

However, if it says “Redeemable only at,” then you must use it at the specified store.

For example, if you get a Target coupon mailer delivered to your house, expect to see this rule applied to most if not all of the manufacturer coupons – you’ll only be able to use the coupons at Target. 

 "Only at …"

If the coupon says “Only at …” that means the product itself is only available at a particular store. However, if the coupon has a long expiration date, it may be good to hold on to this coupon until more stores receive the item, pushing the price down. In that case, the competition may save you more money than the actual coupon.

"Limit of 2 like coupons" means you can only use four identical coupons in one transaction.

When you see this fine print on coupons, it means you may only use two (or the indicated amount) of the same identical coupon in the same transaction. Basically, the company is saying, “Okay, we want you to stock up on our brands, but we don’t want you to wipe out an entire store’s product in one shopping trip, so we’ll limit you to two per transaction.” 

Here's an example of this coupon rule:

You have two of the same $1/2 Windex products and each coupon requires you to buy two bottles. You can use both  coupons and get four total bottles, saving you $2 total.

If you wanted to buy more than four bottles using additional copies of the coupon, you’d have to split your order up into multiple transactions.

"Not to exceed" on a BOGO coupon means it has a value limit.

When you have a BOGO coupon, you can purchase one item and get an identical product for free or at a discount depending on the coupon. The only issue is when the fine print states “not to exceed $X” or “Up to $X” or “Maximum retail value $X” and the shelf price is more than that amount. At most retailers, you’ll be responsible for the difference. 

Here's an example:

You have a BOGO Olay coupon for Facial Moisturizer and Cleanser and the fine print says “up to $8.” So you go to Rite Aid and find that the shelf price is actually $8.99. At the register, you present the one BOGO coupon, and see the total without tax is $9.98. You were charged the regular Rite Aid price for one Olay Facial Moisturizer and an additional $0.99 for the second Olay product. 

"One per person" means you can only use one of these coupons per person.

If you have four of the same coupon with the phrase “One per customer” or “One per person” in the fine print on coupons, you can’t use more than one total. You can, however, ask your spouse, child, or friend to use the coupon for you. And if you think that’s working the system, remember that plenty of coupons limit one “per household.” 

So I figure until they clarify, if it just says “per person,” I’ll keep handing a coupon to my 8-year-old in the checkout lane. 

"One per visit" means you can only use one coupon per visit to the store.

“One per visit” in the fine print on coupons means you can only use one identical coupon per shopping trip. If you have multiple identical coupons that have this rule, you’ll have to return to the store another time to redeem them. 

While we hear stories of couponers arguing that simply walking out to the car and coming back in constitutes a new visit, we think that’s probably not within the spirit of the coupon fine print. You’ve also gotta remember that the manager gets to decide if they like your logic – just because you think you’re right doesn’t mean they’re going to let you get away with it.

"Cannot be combined with any other coupon" means there is no stacking of other coupons.

When you see a manufacturer coupon with “Cannot be combined with any other coupon,” it doesn’t mean you can’t use a store coupon on top of the manufacturer coupon. Just don’t try to use (or combine) two manufacturer coupons for the same item.

Here's an example:

I’m at Walgreens and have a manufacturer coupon for Shout and a store coupon for the same stain remover brand. At checkout, I combine both coupons because they’re different types of coupons, and Walgreens allows customers to use one manufacturer coupon and one store coupon on each item.

Here's an example of what won't work: 

Same shopping trip goals with the Shout, but I have two different manufacturer’s coupons. One is for $1 and says “cannot be combined with any other coupon.” The other coupon is worth $2 off. I can’t get $3 off total. Since I have to pick one or the other thanks to the fine print, I’m gonna go with the $2 off coupon.

"Do not double" means even if a store doubles, that coupon won't.

Stores get reimbursed for all the manufacturer coupons they accept. And some stores (like ShopRite or Stop & Shop) double the value of coupons up to a certain amount, which means they’ll discount customers twice the face value of a coupon. 

But if you see “Do not double” in the fine print of a coupon, it means the manufacturer won’t reimburse the store for the doubled amount, so the store might not honor doubling.

KCL TIP: While every coupon is different, you tend to see this rule applied to coupons valued at more than $0.50 off. If the value is lower, you won’t see the “do not double” wording as often. 

Here's an example:

I have a $0.75 off manufacturer coupon for Johnsonville sausage, and I want to use it at Stop & Shop. Since some Stop & Shop stores double coupons, I would normally receive a $1.50 discount on the sausage with just one coupon. However, since the coupon clearly states “Do not double,” they may or may not double it (individual stores differ).

The pictured item isn't necessarily what you have to buy.

The picture on a coupon is just an example, so you’ll want to

 pay attention to the words on the coupon more than the picture itself. Most of the time, you have more options — both in product variety and size. Like the coupon says above, you can buy ANY Barilla Blue Box product, not just the penne in the picture.

Here's an example of this coupon rule:

There’s a coupon for $0.55 off any two Barilla Blue Box Pasta Products . The picture on the coupon features a box of Penne. By just relying on the photo, your choices are limited to just penne, s when in reality, you can get any pasta.