In 2011, coupon redemption continued to increase, even while distribution and offer values were down. Consumers remain aggressive in acquiring and redeeming offers that are both appealing and accessible. They're offer conscious but they're not "cheap." You could say "frugal," but "smart" would be even more accurate; they're willing to pay what they have to in order to get what they really want. More and more it's about living a better life than they had pre-recession — it's "smart living."