Coupon probably doesn't apply to all shoes. Was about to get a Reebok Women's EasyTone for my wife and the system states that it was successful in applying the 30% coupon but the discount amount was $0.00.
All discounts, price matches, coupon and promotional codes, including the Friends and Family program, exclude bags, wallets and all regular-priced merchandise from the following brands: Adidas Barricade, Adidas CC Feather, Adidas CC Genius, Allen Edmonds, Born Crown, Brooks, Clarks England, Dansko, Diesel, Donald J Pliner, Dr. Scholl's Original Barbie styles, Dr. Tuxedo, Dyeables, Frye (certain styles**), Havaianas, Hunter, Jonathan Kayne, Keen, K-Swiss, LAMB, J-41, Kenneth Cole, Livie & Luca, Liz Rene, Lucchese, MBT, Merrell, Mizuno, Morgan & Milo, NAOT, Naya, Puma, Reebok Princess, Reebok Toning product (EasyTone, RunTone, TrainTone and JumpTone), Reebok Zig, Roxy, Royal Elastics, Skechers Shape-Ups, Stuart Weitzman, Touch Ups and UGG Australia.
I think the 30% off also applies to sale items only. I tried buying regular-price Tsukihoshi shoes and the discount did not apply.
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