Coupons are back...but not in your newspaper

In WalletPop's Money Moves for 2009 we told you about the emerging trend of digital coupons as a way to spend less on your groceries. Now the Wall Street Journal (subscription required) has discovered the power of digital discounts.

While investigating digital coupon-provider CellFire, which lets users add coupons to store rewards cards, it found one shopper who saved $50 on her last grocery trip using coupons loaded onto her card and from other online digital coupons.

Digital coupons have ushered in a new breed of tech savvy coupon "clippers" who no longer have to hunt and clip on Sunday morning. Instead they are finding coupons on their cellphone through CellFire and adding them to their store loyalty card while grabbing their cereal. Shoppers are also finding savings at Coupons.com which consistently offers up coupons on name brand items and provided over $300 million in savings last year.