You don't mess with a shopper's coupons -- Macy's (NYSE: M) has learned that lesson the hard way.

According to The New York Times, "For years, the department stores that Macy's acquired ... had relied on 15- and 20-percent-off coupons to alert people, like a Pavlovian bell, that it was time to shop. As part of its reinvention, Macy's tried to wean shoppers off them. But the tactic backfired. With fewer coupons to clip, thousands of people from Washington to Los Angeles turned their backs on Macy's."

Now Macy's is jumping back on the coupon bandwagon, and is pledging that there will be plenty for clippers to cut this holiday season.

It's puzzling why Macy's decided to move away from coupons in the first place. It seems like an ingenious way to dole out savings to consumers: non price-savvy shoppers won't clip the coupons and therefore won't get the savings. This way, the store avoids giving discounts to a lot of people who would have purchased the clothing without them in the first place.

Historically, corporate America has always had trouble weaning shoppers off coupons. Macy's is just the latest in a long history of companies that have failed at it. Few smart shoppers are probably surprised that the efforts have failed, and now Macy's will allow our love of coupons to continue.