I do the same. If I don't, I feel i'm kind of "given" my "$$ away, and frankly, I work too hard to earn it
I too, spend my time matching coupons, I look at the sale ads, email companies for coupons etc...but it's so worth it. I spend now about $30 a wk for me and my son. And that is with fresh veggies, chicken breast, rice, milk and other things I get with coupons/sale adds when they are free or almost free.
it really works out great! its kind of a game, we go grocery shopping with my mom and my sister, so we all keep an "eye" out for a good deal and tell each other...3 pairs of eyes is way better than 1
and we try to get the most things for the least $$
and plan our menus arround that.
Being frugal has allowed me to save an enourmous amount of $$ (enourmous for me anyways

) in a few months, and being a single mother with just 1 income...its very hard.
I'd rather use the money I save for a nice vacation, or saving for my son's college.