I'm noticing more people interested in saving money either out of necessity or fear. I'm always wary to offer to much advice because most people really don't want it. Retailers are smart and will take advantage of this, I would not be surprised to see a slight increase in the cost of generics and ground beef because people will often buy on the assumption that these are always good buys.
So where would I suggest someone start?
Find something that motivates you, that presents information in a way that appeals to you. While I love The Tightwad Gazette by Amy Dacyczyn, its not for everyone. Dave Ramsey motivates lots of people to get out of debt. Sometimes it takes a book that really hits you where you live and makes you think about money, Your Money or Your Life by Joe Domingez and Vicki Robin has a lot of information meant to change the way you view money.
It can also help to tackle your finances from a different angle. Focusing on simplifying your life can lead to a more frugal lifestyle. Sometimes when I want something lighter to read I like to pick up Simplify Your Life by Elaine St. James. Its a small book and presents things simply and won't offer anything new to die hard tightwads but it's a fun little read.