In our area, store coupons, which you get at check-out, especially if you carry a membership card to that particular grocery store, are big. But rarely do we see people using coupons from magazines or the paper. It's almost as though they're not "into" it here, at least in our area. DH goes the grocery shopping, so I'm going by what he says and when I go with him, sometimes, I noticed that, too.
However, I have a CT friend and I mail magazine coupons to her. She's really into it and also are a lot of her friends and relatives, so what she doesn't use, she passes them along.
Touch the earth, love the earth, her plains, her valleys, her seas. Rest your soul in her solitary places. ~Henry Beston