Warning: There are too many "quotation marks" in this post.
If you want to save more $ on groceries, don't feel like it's an all or nothing proposition to use coupons. You can save a good percentage just by being a smart shopper - for example, being an eVIC member, shopping the sale items, and printing some online coupons if you don't want to get the paper.
However, there are various levels of savings you can attain - Couponing101 is a great one for "newbies" or those that are new to "couponing," which I found is a general term for saving mucho dinero using coupons, sales, and other savings options. There is apparently a subculture of couponers, which I am just getting to know. There's a silent or no-so-silent competition to save the most $ possible and stockpile the most stuff. There are a ton of websites, blogs, mailing lists, etc. specifically targeted to couponers (and apparently I'm one of them!).
There is some couponer "lingo" I'm just now getting to know though. Hopefully you know by now what a "raincheck" is, but there are a bunch of others. For example, do you know what "peelies," "tearpads," and "insert qs" are? Do you know what a "winetag" is? Check this out for more info, otherwise you may end up feeling lost on some of the more "advanced" sites.