A retail outlet with billing facilities has an integrated couponing system, including a printer to record on shoppers' coupons pay-off values randomly determined by the couponing system within predetermined parameters. Discount and other pay-off values are recorded on coupons associated with product categories. Value consideration is given a shopper by deducting the coupon value from the shopper's bill before shopper takes possession of the merchandise. Random prizes add excitement to the shopping experience.