Companies have said offering coupons is a waste of money that would be better directed toward dropping prices across the board or investing in improving their products' quality. Some companies have even likened coupons to a drug. "You're taking money and you're essentially paying the consumer to buy your product," said Kimberly Whitler, an associate professor at the University of Virginia's Darden School of Business and former marketing executive at David's Bridal and PetSmart. "It's taking away resources from building longer term, more sustainable equity in the brand."