After all the anger directed at bonus-seeking bankers and hapless car executives, the average US consumer has a new heroine: the “frugal cyber mom”, who blogs from home about coupons, free samples and hunting down bargains at her local stores.

Jenny Martin, a mother of three pre-school girls who launched her Southern Savers blog in South Carolina last summer, says she is now averaging about 8,000 visitors a day, up 30 per cent from last month.