MADISON, Wis. -- Savvy shoppers know how to save big at stores this time of year whether shopping at brick and mortar stores or online.

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They know that certain Web sites have coupons with codes that will help shoppers save between 10 and 60 percent.

"I want to get some books and DVDs and I think they'll be cheaper online," said shopper Joni Shahrani.

Shahrani is a seasoned shopping veteran, on foot and online.

To her, there's not much difference shopping online or in person.

While at face value that's true, hidden online coupons can make it quite noticeable.

Coupons can be found at sites like Coupon Craze, Coupon Cabin or a2zdeals.

Just click on your store and save 20, 40, even 60 percent.

"Only 38 percent of American households have used an online coupon," said Edgewood marketing professor Dr. Moses Altsech. "However these are becoming more common every day."

And retailers are reaping the benefits.

"A lot of retailers love the fact that you can go to another retailer's site and be directed to their site," said Altesch.

Meaning it's a win for everyone.

And a reason for Shahrani may shop online first next time.

"I saved about 10 percent," said Shahrani. "That won't make or break me, but it's something to think about."

Finding and using the coupons takes no time at all.

Just visit any number of Web sites that organize the lists, copy down the code that comes with the deal then use it at the checkout to reap the savings.

If consumers are looking for a coupon for a particular store they only need to go to any online search engine, type in the name of the store and the word coupon and see what pops up.

Dr. Altsech said consumers can watch for more online coupons in the future as word gets out.