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Few business techniques are as consistently effective as the venerable coupon. Love them or hate them, NO ONE can deny that a coupon can draw a crowd to a business.

And it isn't just the needy - research shows that rich folks are some of the most avid couponers around. And it isn't just older folks, as the advent of mobile coupons and a sketchy economy have conspired to create a new generation of frugalistas in Millennials. Used intelligently,coupons can acquire and retain (yes, retain) a ton of business for any company. 

To help you keep up with the latest research and data around the influence of coupons, we've created this collection of the freshest, newest coupon statistics.

2016 COUPON STATISTICS

  • Over half of consumers use a coupon in at least one of every four purchases (RetailMeNot
  • 59% of consumers say they enjoy taking the time to find bargains (Nielsen)
  • Coupon redemption was down 13% for 2015 compared to 2014 (Inmar
  • 321.3 billion manufacturer-funded coupons were distributed in 2015 (Inmar
  • 45.1% of Millennials use coupons (CCG Catalyst)
  • 28% of affluent household (incomes of $100K+) shoppers have increased their use of coupons in the past year (Valassis)
  • Among affluent household shoppers, 56% enjoy using coupons, and 87% believe that coupons save them a lot of money (Valassis)
  • 88% of affluent shoppers use coupons from the mail, 84% use coupons delivered in the coupon book, and 81% find print coupons before shopping (Valassis)
  • Over 80% of shoppers say they utilize more than one promotional media type to make purchase decisions, with print and websites being the most frequently used promotional vehicles (Market Track)
  • 83% of affluent shoppers make purchases based on in-store discounts, 77% search for deals in store circulars, 72% print coupons from the internet for use in-store (Valassis)
  • 80% of shoppers would switch stores or brands when offered a compelling promotion (Market Track)
  • 83% of shoppers said they made an unplanned purchase based on a promotion they received, with 65% saying they made the purchase in store (Market Track)
  • 68% of consumers always use deals, promotions and coupons, and the rest do sometimes (Blackhawk Engagement
  • 85% of consumers look for coupons (non-grocery) prior to visiting a retailer (RetailMeNot
  • 57.4% of consumer claim they are more likely to buy a product from a retailer's site when the retailer emails them a discount code (Cue Connect)
  • More than three in five shoppers actively seek out coupons in preference to other types of promotions (RetailMeNot
  • 35.9% of consumers look through printed materials when deal-seeking (RetailMeNot
  • 90% of retail email campaigns during the 2015 holiday season included an offer (Experian)
  • 63% of shoppers said they could not find coupons for the products they wanted to buy (Inmar
  • 86% of affluent shoppers are influenced by coupons to try new products, 80% are influenced to choose brands they would not typically buy (Valassis)
  • 82% of consumers say digital coupons are a convenient option compared to printed coupons (Vibes
  • 51% of shoppers said they wished all coupons were digital (Inmar
  • 40% of consumers would unsubscribe from a brand's marketing if the coupons or incentives were not good enough (Vibes
  • The value of free standing insert (FSI) coupons increased 3.7% in 2015 to $515 billion (Kantar Media
  • Overall paperless coupon distribution has grown 373% over the last four years (Inmar)
  • 41% of respondents said they "always" or "often" forget to bring paper coupons to the store (Urban Airship)
  • 48% of respondents said they "always" or "often" let coupons for products they're interested in expire or go unused (Urban Airship)
  • 58% of shoppers actively look for deals and promotions before going to the grocery store (Blackhawk Engagement
  • 46% of travel shoppers looked for deals and promotions online in the past six months (Nielsen)
  • 34% of consumer electronics shoppers looked for deals and promotions online in the past six months (Nielsen
  • 35% of beauty & personal care products shoppers looked for deals and promotions online in the past six months (Nielsen
  • 30% of fresh groceries shoppers looked for deals and promotions online in the past six months (Nielsen
  • 37% of shoppers receive promotional offers via social media (PWC
  • Redemptions for load-to-card coupons increased 19.2% between 2014 and 2015 (Inmar)
  • Highly influential factors in grocery store selection: good value for money (52%), the lowest prices overall (48%), great sales or promotions (47%), good sales or coupons in the weekly circular (37%) (Nielsen)
  • 28% of parents with school-age kids plan to use more coupons than last year for back-to-school shopping (NRF)
  • 61% of back-to-school shoppers say that online promotions will influence where they buy (Deloitte)
  • 21% of parents of college students are planning to use more coupons than last year for back-to-school shopping (NRF)
  • 78% of shoppers participate in showrooming (shopping in-store then buying at a lower price online) and 76% actively participate in webrooming (shopping online then buying in-store) (Market Track)
  • 36% of small businesses plan on using coupons to market their business in 2016 (Belly)
  • 35% of U.S. retailers believe their company has a strategy in place to manage prices and promotions effectively across all channels (Precima)

2016 MOBILE COUPON STATISTICS

  • 1.6 billion coupons will be delivered annually to consumers via beacon technology by 2020 (Juniper
  • 11 million coupons were delivered to consumers via beacon technology in 2015 (Juniper
  • For some categories, the redemption rate for mobile coupons is more than 10 times the average for a paper coupon (Koupon
  • Mobile coupon use was up 18% in 2015 for a total of 92.6 million consumers (Koupon
  • More than 40% of consumers search for coupons using a mobile app (RetailMeNot
  • 50% of affluent shoppers (household incomes of $100k+) use mobile device to help save money (Valassis)
  • 75% of consumers used at least one app to assist in their shopping experience while in-store, and 27.5% used at least three apps (RetailMeNot
  • 63% of shoppers who use mobile devices in-store look for competitors’ coupons and prices (Connexity
  • 45% of mobile users would like to receive in-store coupons from their favorite brands (Scanbuy
  • 39% of customers spend more if they receive a personalized mobile coupon (Koupon
  • 42% of mobile users have used a mobile coupon (Koupon
  • 34% of shoppers use mobile coupons/promotional codes (PWC
  • 57% of retailers offer mobile coupons (PointSource)
  • 65% of convenience store shoppers who use mobile coupons redeem offers within five minutes (Koupon
  • 88% of 2015 holiday text messages from retailers included an offer (Experian
  • 59% of consumers say their opinion of a retailer would be more positive if they started to receive coupons and offers that could be saved on their smartphones (Vibes
  • 77% of smartphone users said mobile offers, such as surprise points or rewards, exclusive content and special birthday messaging, have a positive or very positive impact on their brand loyalty (Vibes
  • 66% of consumers would have a more positive opinion of a loyalty program if it enabled them to save and access information from their mobile device (Vibes)
  • 60% of customers would adopt mobile payments if offered coupons (Koupon
  • 84% of millennials and 80% of consumers with household incomes of $60k+ are more likely to use mobile payments if loyalty rewards and discounts are automatically applied (Urban Airship)
  • 64% of consumers are more likely to use a coupon after receiving expiration reminders via mobile wallet(Urban Airship) 
  • 94% of mobile wallet users are likely to save personalised offers and coupons (Vibes
  • 82% of mobile wallet users say digital coupons are much more convenient than their paper counterparts either printed from the web or clipped from newspapers and circulars (Vibes)
  • 60% of smartphone users are likely to save a coupon or offer from a mobile banner ad (Vibes
  • 49% of consumers said they prefer mobile ads to take them to a mobile coupon page (Vibes)
  • 43% of Milennials said they “clip mobile coupons” and “browse weekly ads” on their smartphones before grocery shopping (Retale)
  • Among Millennials who use their mobile device in-store, 40% said they did so “to find coupons and compare prices” (Retale)
  • 41% of Millennials said they would like “offers, like coupons, sent to their smartphone when they enter a store” (Retale)
  • More than 80% of mobile coupon app users said that the ability to use the app anywhere they shop was very or somewhat important (MobiSave
  • 79% of mobile coupon app users said that receiving their rebate almost immediately without needing to reach a threshold or wait for a check in the mail was very or somewhat important (MobiSave
  • 58% of beauty shoppers are interested in mobile apps that provide offers to redeem in-store (Mintel
  • 22% of beauty shoppers influenced by a sale or the opportunity to use a coupon (Mintel



 


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