Technically, the OP isn't new. He's been here about 3 1/2 years longer than you have been. Maybe he doesn't come around much or post often.
As to the OP's question, I flipped through the newest flyer when it came the other day while I had the dog outside. I noticed some prices going up. I compared a LED light strip to Menard's of similar specs, and the Menard's was $5 cheaper.
Then I checked out some grinders, 7" ones. The HF brand was just a few dollars shy of what they MasterForce brand was and it wasn't much cheaper than the Metabo/HPT one that was on sale.
What I did notice, unless I'm blind but I flipped through the flyer 2-3 times and saw no 20% off coupon.
I'm a firm believer in you get what you pay for. Sometimes you find a tool for cheap to do a "one job" project and that cheaper tool will do. Other times, you're in a hard spot and the only tool available to do the job is the cheap one, so you buy to get by.
I've bought some stuff at HF but I'm quite leery of what I buy. If you look through your tool box or garage at your tool and how long you have owned them, what's the additional cost of buying something better if it lasts you 15-20 years or longer ? It's like anything else when you make a purchase, "caveat emptor."
Yes, I think we mostly agree -- HF electric tools like their grinders or that oscillating multi tool have been good deals in the past, but HF has seemed to add flashier names (like "Bauer") and jacked the price up on the same tools - and, I'm not sure what the warranties are on their electric tools. To your other point, yes, the 20% coupons have disappeared from many of the free flyers, but I have seen a bunch of them in magazines. Mags like Motor Trend and Popular Mechanics always seem to have one in them.
Oh, and another point on the coupons - I've noticed that those 20% off coupons are sometimes better than the dedicated coupons for more expensive tools. I happened to notice somebody selling a HF electric Auger coupon on eBay (yes, believe it), but had to laugh when I figured out the coupon the dedicated coupon they were selling was actually less of a discount than the standard, every day, 20% off coupon that appears in most of the HF magazine ads.
I'm in no way a basher of HF - I like the store, and enjoy shopping there whenever I actually can get there before they close (they close at an absurdly early 8 PM on weekdays). Like I've said, I'm just pointing out that you have to be careful if you want to maximize the value you receive. Walmart does **** like this... they lure you in with some unbelievable price on an isle end and give you the impressing that everything in the store is super cheap... but then you look in the aisles, and the prices on some of the items are often higher than competitors. Walmart is known to do this as an inherent sales strategy. They do this on food, as well.