In its co-op mailings with partner Val­pak, Wal-Mart has increased its marketing efforts and has been focusing its messag­ing on price. “Consumers are trying to find ways to save money and stretch their dollars, and discount retailers are responding by pushing low prices,” said Amy King, VP of business intelligence and marketing research at Valpak. “We have seen Wal-Mart specifically pushing price in its marketing message.”

Sears and Kmart, other Valpak clients, are also tugging at tightened purse strings with coupon offers.

“For the first time in 16 years, coupon redemption is up,” King noted, despite lagging returns on other print material.

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