Coupon fans won’t be able to double their discounts at Kroger (KR) supermarkets much longer.
The grocery chain has announced plans to end the practice of doubling manufacturer coupons this month. Kroger says that consumer interest in coupon doubling has declined markedly and it wasn’t bringing enough new customers into stores. In the place of coupon doubling, the chain will slash prices on thousands of products, the Indianapolis Star notes.
Products getting price cuts include organic foods, produce and natural foods.
The move produced some negative comments on Facebook (FB) and other social media outlets, with some customers threatening to take their business to other retailers, including Walmart (WMT).
Other commenters expressed hope that the lower prices would offset the loss of double-coupons.
Doubling coupon discounts became popular in the 1980′s, but has waned in recent years. According to Kroger, only 7% of shoppers currently double their coupons. Kroger will continue to accept manufacturer coupons.
In Facebook comments regarding Kroger’s $2.5 billion purchase of rival supermarket chain Harris Teeter (HTSI), some Harris Teeter fans complained about Kroger’s elimination of double coupons.
Shares of Kroger fell more than 1% in Friday morning trading.