Coupon usage is on the rise, particularly among younger consumers, according to a recent study by ICOM, a marketing research company based in Ontario. Almost 60% of respondents under the age of 35 reported using more coupons in the past six months.

Old-fashioned coupon-clipping still has a bad reputation. The ICOM study showed that despite the increase in usage, there is still a stigma surrounding the use of coupons. More that one in five polled reported being uncomfortable using coupons at checkout.

But while paper coupons were once viewed as an embarrassing badge of stinginess, new technologies like online coupon codes and club cards with automatic savings have pushed coupons into the mainstream.