Many consumers have turned to clipping coupons during the recession in an effort to stretch their budgets. They saved nearly $3.5 billion in 2009, according to NCH Marketing, a division of Valassis.
Retailers and manufacturers issued over 311 billion coupons during the year, an increase of 11% from 2008. Consumers redeemed 3.2 billion of those coupons, an increase of 23%.
Redemption rates improved for coupons increased for all delivery media. For example, consumers were 46% more likely to redeem direct mail coupons and 21% more likely to redeem online coupons. On-shelf coupons (redemption up 5%) and those in freestanding inserts (redemption up 3%) posted minimal gains.
Four in 10 shoppers (40%) use coupons often, up from 34% in 2007. In addition, 88% plan their shopping lists using their coupon stash, up from 78%.
Not only are more consumers using coupons, they are planning to continue to do so (see chart). [Consumer Spending & Attitudes, Retail/Service Sector]
Source: “2009 Consumer Survey,” NCH Marketing, Scott Drews, Sales, 155 Pfingsten Rd., Deerfield, IL 60015, 847-317-5513; sdrew@nchmarketing.com; www.nchmarketing.com. Price: Available online at no charge.
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