Although direct-mail coupon packs are still the largest advertising medium, they're poised to decline as online coupons take hold, says Gordon Borrell, CEO of Borrell Associates. While online coupons represented 4.6 percent of redeemed coupons last year, they'll account for 20 percent by 2014, his company forecasts. That means consumers can snag a good deal by looking for online coupons. "You have loads of people searching for deals and printing out coupons," he says. "They're some amazing deals to be had out there."