Yahoo! has launched a new website that aims to help consumers find the best shopping offers.
Dubbed Yahoo! Deals, the portal was set up partly in response to a large online audience that is looking for money-off vouchers and other coupons.
The site effectively acts as an aggregator for a variety of shopping deals and provides other features such as money-saving advice via video content which aim to help customers during the recession.
Greg Hintz, head of Yahoo! Shopping, said: "Frugality is the new 'cool'.
"We now know that couponing and bargain hunting are losing their stigma and are now a regular habit for many people."
He added that Yahoo! wants to be at the "centre of people's online lives" and is making the Yahoo! Deals service an easy place to find coupons and special offers.
Mr Hintz's comments come after a recent survey by the search engine found that 43 per cent of respondents are using coupons more than they were last year.
One of the findings from the internet research was that easier access to coupons would motivate people to use them on a more regular basis.
Yahoo! Deals is not the first time the company has responded quickly to consumer demand. In June last year, the firm added new domain name ymail.com to its Yahoo! Mail service after customer requests.
