I do coupons. Not in any extreme version, but I find it’s worth the bit of effort. The three ad inserts that come in Sunday papers all have on-line presences (Redplum, P&G and Smartsource). I think most of them can link to your safeway card and download the coupons directly onto your card if you don’t feel like printing and clipping.
I only clip coupons for things I normally buy, and sometimes the coupon expires before I need to refill that item. I just keep an envelope of coupons next to my grocery list, then compare the two before I head to the store. I feel like as long as your coupon is not the reason you’re making the purchase, you’re not getting played.