said by OZZY7:Wal Mart and grocery stores LOVE coupons,
"love" might be a strong word for the relationship. It's a hassle for stores to collect the coupons, sort them by manufacturer, and send them in - oh and wait to see if all the coupons are valid/legit. Expired coupons & illegitimate coupons are common, the store loses money on those since there is no reimbursement. They accept coupons because if they didn't they would lose business.
The aforementioned Walmart ad match is an attempt by the super-retailer to regain market share as a result of people doing exactly what I described that my wife and I have done for a long time. Many people shop discounts at one grocery store and pick up the staples at Walmart to save money all around. With the economy in shambles, people became more interested in coupon-clipping & shopping around, even going to multiple stores for their weekly shopping trip.
I let my wife spend $450 at Walmart a few weeks ago (we had a little extra cash, -not- a typical shopping trip) as long as she price-matched as much as she could. She filled up (and I mean completely filled over-the-top brimming) two carts for that price. The average price of each item was around $2 after price-matching & coupons. Ill attach the receipt if anyone doubts me, I PDF them all. I bet we saved at least $100.