Almost Half of Americans Are Increasing Their Use of Coupons When Planning Shopping Trips

10/4/13

Almost half of U.S. consumers (47%) spend up to two hours each week looking for coupons and deals, according to RedPlum. A similar proportion (45%) say they’re more likely to plan their shopping trips around circulars, coupons, and deals than they were at this time last year. This is despite the fact that 21% are feeling more confident about their families’ financial situation than they were last year.

Newspapers are the most popular source of coupons, though emails are almost as widely used. Consumers save an average of $11 to $30 each week by using coupons. The majority (53%) put these savings toward paying for basic necessities, while 11% use the extra cash to pay down debt.

Most consumers (87%) share and/or trade coupons or deals with friends and family members. Word of mouth is the most popular method of passing along deals.

More than a third of shoppers with smartphones have used their devices to access email coupons (35%) or coupon codes (35%) in the past 30 days. Three in 10 (31%) have used savings apps during that time.

Millennials are especially likely to use smartphones for coupon-related activities. More than four in 10 (45%) use smartphones to access email coupons, 41% to access coupon codes, 36% to compare deals, and 32% to download coupons to loyalty cards. More than a quarter of millennials (27%) say they’re using more mobile coupons this year than they did last year. Millennials are active users of print coupons, as well. Newspapers (51%) and postal mail (33%) are their top sources of print coupons.

Millennials are more likely than coupon users overall to share deals and coupons via word of mouth (71% vs. 56%), social media (43% vs. 29%), and text messaging (30% vs. 19%). Millennials are especially interested in coupons for groceries (85% vs. 78% of overall consumers).

The average face value of coupons offered to U.S. consumers increased by 4.5% between the first half of 2012 and the same period in 2013, according to NCH Marketing Services. This increase was driven by coupons for nonfood items, whose average face value grew from $1.88 in 2012 to $1.99 in 2013. The average face value of coupons for food stayed about the same: $1.01 in 2012 and $1.00 in 2013. A total of 168 billion coupons were distributed to consumers in the first half of 2013, up from 165 billion in the same period in 2012, but still significantly fewer than the 178 billion distributed in the first half of 2010.

Although free-standing inserts continue to represent the vast majority of coupons offered to consumers, they account for just over half of those redeemed. Digital formats, including online coupons that are printed at home for use in-store, are growing in popularity, accounting for nearly 9% of coupons redeemed in the first half of 2013. Instant on-pack coupons and Internet print-at-home coupons have the highest redemption rates.

SOURCES: “RedPlum Purse String Survey,” September 2013, RedPlum, div. of Valassis, Lisa Reynolds, VP Consumer Engagement, 19975 Victor Pkwy., Livonia, MI 48152; 734-591-3000; ReynoldsL@valassis.com; www.valassis.com; www.redplum.com. Price: Contact for information.

“U.S. Mid-Year 2013 CPG Coupon Industry Facts,” July 2013, NCH Marketing Services, Charlie Brown, VP Marketing, 155 Pfingsten Rd., #200, Deerfield, IL 60015; 847-317-5500; NCHAnalyticalServices@NCHMarketing.com; www.nchmarketing.com. Price: Available online at no charge.

© 2013 Business Valuation Resources, LLC (BVR). May not be reproduced without written consent of publisher.

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