voucher

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Those who like to save money in their grocery shopping are noticing an increase in the use of vouchers by grocery stores and individual product retailers. The word "voucher" is generally used to mean a form or check indicating a credit against future purchases. Increasingly, however, it's synonymous for a gift or coupon. This is an interesting linguistic phenomenon in the marketing world, since an association is being formed between a "gift" and a "coupon".

If buyers believe that they are getting a gift, then they often assume that it's a good deal, and that there aren't stings attached (What is a gift other than a goodwill offering from someone who likes us?). However, the increasing prevalence of vouchers alone should caution the average consumer to still make comparisons when shopping. Vouchers don't guarantee a bargain.

Vouchers are sometimes used like coupons to genuinely give money off a product, and other times to take money off of a product that was marked up in the first place. Wise consumers will be aware of all the varieties of words used to denote a deal, and still consider their purchases carefully.

Bloggers speaking about vouchers can be found at sites like ukvoucherblog and free-travel-vouchers.

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