Even with the coupons, most books are cheaper (and more convenient!) to buy from Amazon. That's my guess.
I usually take advantage of these coupons to pick up a reference-type book, just for the fun of hanging out in Borders and browsing (their one advantage over Amazon).
It probably also helps to get people into the store. You come in for one thing but see two and you get both. If you hadn't come in because of the coupon, they wouldn't have sold either item.
Or you could be a cheap skate like me and when you see another thing, print out the coupon again and come back later.
I've never had them try to take the discount off of the list price. For me they have always discounted the price they are actually selling the item for.
Wow, consider yourself lucky! I thought the computerized system automatically recognized that the coupon rates were for the regular price of the item. I've never been able to pull off a discount on a sale price. Not to mention the coupons can't be used with other offers, like the time that I had a 20% off your entire purchase, which couldn't be combined with a buy 3 get 1 free on CDs. Damn.
Incidentally, has anyone noticed Borders stores offer a discount of 20% for business purchases? I'm sure some of us can find ways to utilize that. I was considering signing up for when I need a reference book for something I'm working on.
Their regular price for most CDs is the list price, or very close to it. The savings are marginal for a CD purchase at Borders. Some of their DVDs carry a regular price that is near Best Buy, but you have to do some research to find those.
I was frustrated using a 25% off coupon early this month. Their regular DVD prices are so high that even that much off is still higher than most online prices. I ended up getting a Sting SACD for a couple dollars' savings instead.
Not to knock the coupons altogether - I much appreciate your posting the link, Arnie G, if only for the experience of hopeful browsing!