• by Sarah Mahoney , October 1, 2008

While the tough economy may be making many shoppers feel beaten and battered, new research from direct-mail company Valassis finds that for many affluent women, it's a little exciting. In fact, finding new ways to save money is bit of a thrill.

"For many working moms, the luxury mentality hasn't changed, despite what's going on with the economy," says Suzie Brown, CMO of the Livonia, Mich.-based company. "They're passionate about saving money, but it's very much so that they can continue to spend on something they really want. She is very determined to manage her household budget in a way that still lets her do the things she wants to do, whether that's occasionally ordering in a pizza or getting away for the weekend."

Valassis launched RedPlum.com earlier this year--a site that combines content and community features with value offers from marketers and retailers--and recently conducted focus groups among women ages 25 to 54, with a household income of more than $50,000. "We wanted to get a better read on how the economic downturn, particularly rising gas prices, was changing the way women looked for savings," she says.

Brown says the research revealed that hunting for cheaper products provided these women with more than just savings. "They get a real sense of accomplishment, and love to brag about how much money they saved, whether it's on a big-ticket item or a small one. And it makes them feel part of a group--people like to talk about it," she says, adding that it gave them a sense of happiness, success, power, relief, winning, and confidence. "For them, it's fun and easy--it's almost a game-show mentality."

And while the industry has observed a shift in shopper habits--with customers making fewer, bigger trips, and relying on fewer, bigger stores--the thrill of the chase has not diminished, she says, even if people are no longer driving to more stores to save money.

"Certainly, the big jump in gas prices is changing the way everyone looks at their budget, and many are shopping differently to save on gas. But even while shopping in fewer channels, they're alert to many different ways to save--whether the deal is offered by the retailer or manufacturer."

The Promotion Marketing Association reports that 76% of U.S. consumers use coupons, saving themselves $3 billion annually. Coupon users believe they save 11.5% on their grocery bills.