I am a coupon shopper and always try to save with coupons.
Nowadays, most stores have their specials on line, so I can decide which items I will buy and which ones I won't buy.
The downfall of coupons is that sometimes I tend to buy food items I've never tried before, just because they are on special, and I feel that this is a chance to check them out. But then if I don't like the item, I'm stuck with it and I feel that I wasted my money.
The stores around here often limit the items when they are on special, like you can only get a certain amount per person. I think that's fair because it gives everyone a chance to get the special. There are always people who cheat, sadly. They'll send their spouse, and then their kid, etc, etc.
Anyways, look for coupons, it can definitely reduce your grocery spendings.