WHO DOESN'T LOVE A good bargain? Shopping at outlets seems like an easy way to score them.

Or is it? Outlet stores don't offer as many great deals as they once did. That's in part because more discount retailers like T.J. Maxx, Marshalls and Burlington Coat Factory are on the scene, selling brand labels off-price. Many of the items that may once have gone to outlet stores are funneled there instead. In turn, many major retailers have created their own outlet lines that are simply cheaper versions of what they sell in their regular stores. Still if you shop wisely, you can save at least 30%, according to Consumer Reports. And that's before you pull out the coupons.

Here's how to get the best deals:

Shop with a plan
To avoid overbuying, prepare a budget and a list of items you're looking for before you leave home. Do allow yourself some flexibility for spontaneous finds, but set your own bar for those impulse buys. Use the Rule of Two: "If I can't think of two things to wear it with, or two uses for it, or two occasions when it'll come in handy, I don't buy it."

Adjust your expectations
These days, many retailers have created specific lines to sell at their outlet stores. In these retailer's outlets, traditional fodder — overstock from previous years, factory seconds (damaged and irregular items), and retail returns from the current season — is shunted to back shelves. Damaged goods are often sold to liquidators, who remove the identifying tags before reselling.

Increase your odds
If you're looking for that once-in-a-lifetime find, head to the back of the store. Even outlets have sale racks, and that's where you'll find the rock-bottom prices on leftover odds and ends. Want a whole store full of deals? Your best chances are in two categories:

Designer clothing: Most high-end designers would rather be smothered with polyester than create an outlet-exclusive line. So the Armani, Gucci, Chanel, Christian Dior and Dolce & Gabbana outlet stores are full of finds from previous collections. Furniture: From the factory to retailer shelves, there are plenty of chances for a pan's glaze to go awry, a bowl to chip or a sofa's fabric to snare. All those damaged goods end up at outlets. Most of these dings and dents are repairable.

 

Know your item
Outlet savings can be misleading. BEWARE: Outlet-only lines aren't always recognizable as such, and original retail prices are often inflated. To gauge what kind of a deal you're really getting, take note of prices in the regular retail stores before you hit the outlets.

Check for quality
Just because an item was manufactured specifically for sale in outlets doesn't mean it isn't quality. Consumer Reports textile experts examined outlet lines against the retailer's regular items, and found mostly cosmetic differences — one line of stitching instead of two, or slightly different buttons. On the other hand, do be careful when considering products that are marked as irregular. Most items are just slightly off from the retailer's quality control standards, but you may occasionally find a defect that could spell trouble down the line. Marks spotted a pair of Gap jeans with a broken thread (they'd unravel quickly) and some Reebok shoes with a split seam (water could seep inside). Not sure what's wrong with a piece? Ask a sales associate.

Time your trip
For a more relaxed trip, aim for a midweek morning. Also consider selection and sales. Outlets follow the same schedule as mainstream retailers, so you can spot sales near holidays and toward the end of a season.

Dig up discounts
A few minutes at the outlet's web site can yield you savings of another 30% or more. Sign up for the free VIP Club for Chelsea Premium Outlets, an outlet mall developer. Perks include free mall coupon booklets, exclusive online coupons and sale notification. Tanger Outlets, a developer, offers 15% to 20% discount coupons for AAA members, as well as free mall coupon books for members of the Red Hat Society, a women's group.

Once you're at the outlet mall, make customer service your first stop. The coupon books sold there, usually for $5 to $10, contain valuable store coupons. Some outlets send out mailing coupons and some have books of coupons for free!

Happy Shopping, but do it WISELY!