When they think of coupons, many people still picture themselves clipping out tiny squares from newspapers and leaflets. Although print coupons are still going strong, couponing has undergone significant changes and experienced renewed popularity in the internet era.
As these coupon statistics will show you, modern consumers are always on the lookout for good deals on products they’re looking to buy — and coupons can help them achieve this goal. Here we’ll discuss some of the latest trends and challenges in couponing. We’ll also examine the current state of the market concerning both retailers and coupon enthusiasts.
Top Coupon Facts (Editor’s Choice)
- More than 90% of consumers have used coupons at some point.
- Consumers are 77% more likely to redeem a digital coupon.
- On average, coupon users spend 24% more than regular shoppers.
- Most shoppers start their coupon search on a brand’s or manufacturer’s website.
- 58% of consumers think that finding and using coupons should be easier.
- 53% of consumers want coupons to be tailored to their shopping habits.
- Baby Boomers are less likely to use coupons than any other age group.
Traditional and Online Coupon Statistics
Due to 2020’s pandemic and global economic slowdown, experts believe that the importance of coupon discounts will be on the rise in 2021. Let’s look at the most important stats about the industry’s current state and learn some interesting facts about the history of couponing.
1. Coca-Cola was the first-ever company to use coupons.
Back in the day, the company called them “tickets”, and they were first issued in 1888 to promote the then-new drink. A coupon holder was able to exchange their ticket for one free glass of Coca-Cola. According to historical coupon statistics, Coca-Cola had 8.5 million of these tickets redeemed by 1913.
2. More than 90% of consumers have used coupons at some point.
The 2019 Coupon Intelligence Report from Valassis found that only 8% of consumers had never used coupons before. Coupon statistics from previous years confirm that coupon use is widespread among shoppers.
In 2018, 94% of consumers said they had used coupons at least once in their life. A year earlier, 90% of consumers across all age groups admitted to using coupons at some point.
3. The US coupon industry is growing slowly, with a coupon use increase of only 4% since 2017.
Although smartphones have introduced new ways to use coupons and propelled the industry into the next phase of development, the last few years show slow growth in the US.
Overall, regular coupon usage grew by just 4% between 2017 and 2019. During the same period, the portion of consumers who use coupons very often decreased from 28% to 26%, and the number of those who use them rarely saw a 3% increase.
4. According to coupon usage rate stats, 88% of US consumers used some type of a coupon in 2020.
Only 12% of consumers said they didn’t use any sort of coupon during 2020. However, the share of consumers who did use them is 6% lower compared to 2019. Of these consumers, about 50% of those in the 18–39 age group used digital coupons, while those aged 60 and over showed little-to-no interest in this format, giving preference to print coupons instead.
5. Coupon statistics for 2021 predict that digital coupons will have 145.3 million users in the US.
(Statista, Business Wire)
Experts predict that the use of digital coupons will rise in 2021, reaching 145.3 million users by the year’s end. For comparison, there were 126.8 million digital coupon users in 2016, and their number has been growing every year since.
The number of coupons redeemed via QR codes will also increase globally, reaching 5.3 billion redemptions by 2022.
6. One of the non-changing coupon trends is that most shoppers still look for discount deals before buying something.
A 2017 Hawk Incentives survey found that the majority of consumers prepare for shopping by looking for coupons and discount deals. Most of them (79%) will first look at loyalty and reward programs, while 74% will review print ads, mail catalogues, and newspapers.
Smartphones also play a significant role in couponing, as 56% of consumers use them to seek a deal. Additionally, 22% ask people they know to help them find discount offers.
7. Digital coupon statistics in 2020 show that consumers are 77% more likely to redeem them than print coupons.
Although a surprisingly high number of people still prefers print coupons, digital coupons perform better as a promotional tool. On average, their redemption rate is 77% higher. What’s more, they also perform 35% better than print coupons in bringing in new customers.
8. In 2019, the average coupon redemption rate in the US was 0.77%.
The total value of all coupons distributed in the US was $467 billion in 2019. Of that, only $3.6 billion worth of coupons ended up redeemed, which is also the total amount of savings consumers achieved. However, it’s difficult to gather the official data on what percentage of coupons are redeemed as most companies don’t share this information publicly.
Out of all coupons issued in 2019, 66.8% was for non-food-related products. The redemption rate for 2020 is still unknown, but it’s likely to be small relative to the number of issued coupons, despite the adverse economic effects of the COVID-19 pandemic.
9. Coupon usage statistics show that almost half of consumers use coupons always or very often.
The coupon use frequency data reveals that most consumers are very coupon-oriented when making a purchase. Namely, 45% of them say they use coupons always or very often. On top of that, 32% report they sometimes rely on coupons, while only 15% say they rarely use them. It’s certainly going to be interesting to see how the pandemic has affected the average coupon redemption rate in 2020 and consumers’ propensity to seek discounts.
10. On average, coupon shoppers spend 24% more than regular shoppers.
(Marketing Initiative Worx, American Marketing Association)
If you’re new to the coupon world, you’ve probably asked yourself why so many brands and companies offer savings coupons. The answer is simple — coupon shoppers spend more.
One study examined the motivation behind this fact. The findings showed that shoppers always have a “mental budget” which increases when they have a coupon at hand. So, despite the low coupon redemption rates, coupons are still a functional marketing tool.
11. Grocery store and supercentre apps are most commonly used to claim mobile coupons.
Most consumers use more than one app to claim their coupon discounts, but apps developed directly by grocery stores, mass stores, and supercentres are used by 56% of all consumers. Consumers in all age groups use them, even millennials and millennial parents.
Meanwhile, 47% of consumers rely primarily on coupon apps, while 44% use cashback and points apps. The latter is one of the key coupon industry trends for coupon issuers looking to attract new customers and grow their business.
12. Store websites are the most widely used sites to claim coupons.
Official store websites are where 71% of shoppers look for discount deals, coupon marketing statistics show. Furthermore, 70% of consumers go directly to a brand’s or manufacturer’s site to find coupons. Next on the list are coupon websites (68%) and search engines (67%).
This applies to shoppers across all age groups — except for parents and millennial parents. They’re most likely to rely on coupon websites, search engines, and social media websites.
Consumer Behaviour and Coupon Marketing Statistics
The business of attracting consumers relies heavily on understanding the psychology behind their purchasing decisions. Coupon marketing is no different — to excel at it, you must understand your customers’ behaviour. The following stats might help you achieve this.
13. Consumers using paperless coupons have a methodical approach to shopping.
Even though paperless coupons, especially those claimed via smartphones, can often lead to impulsive purchases, findings from a 2019 discount statistics report show that their users are methodical about their purchases and use them primarily to manage their budgets.
For example, 23% of them will plan their shopping trips around paperless coupons. Another 23% will create a digital shopping list on their phones to refer to while shopping, and 30% will download an app to manage their spending. These are highly valuable coupon facts, particularly when developing new mobile platforms for coupon users.
14. More than half of consumers think couponing should be easier.
The coupon market is bigger than ever, but it has also become more fragmented. This complicates things for consumers, who have to use multiple apps and websites to find the deal that best suits their needs. According to coupon use statistics, 58% of shoppers think that redeeming coupons should be made easier. On that note, 49% of consumers say they would use coupons more often if the process were more straightforward.
15. If they see a discount offer in their online shopping cart, 87% of consumers will complete a transaction.
(eMarketer, Baymard Institute)
Shopping cart abandonment is a major problem for online retailers. Only 31.5% of shoppers complete their purchase after putting all the desired items in their cart, so experts are always looking for new ways to motivate consumers to finish the checkout process.
Coupon statistics show that a discount offer, which often comes in the form of a coupon code, is the most powerful motivator for an average consumer. A loyalty program offer, typically promising discounts on future purchases, works for 62% of shoppers.
16. Coupons and special offers are the main motivators for consumers to download a brand’s or manufacturer’s app.
Consumers looking for deals are often called “deal seekers”, and commerce apps definitely attract them. Apps have also proven to be successful in converting the so-called “lurkers” to consumers, and coupon industry statistics show that deals are the key to increasing app use. Namely, coupons and special deals are why 87.6% of consumers would be interested in downloading a brand’s app, while loyalty programs would motivate 79.7% of them.
17. Most consumers report that coupons have changed their shopping behaviour.
Coupon usage can have a significant psychological effect on consumers, and coupons statistics show that in more detail. According to these, 83% of consumers say that coupons have altered their shopping behaviour, mostly by disrupting their planned purchases.
Another 39% of consumers say they’ve bought an item sooner than planned because they had a coupon for it. An equal portion of shoppers says that having a coupon made them buy from a brand they wouldn’t have otherwise bought from or spend more than initially planned.
18. According to online coupon statistics, 53% of consumers want coupon deals tailored to their shopping habits.
Coupon personalisation is no longer just preferable — it has become a must for many consumers. In 2018, for example, 53% of shoppers wanted to get discount deals based on their previous purchases, a massive increase from 23% in 2017. On top of that, 51% of consumers said they expected exclusive discounts as a reward for their loyalty to a brand.
19. Half of all shoppers prefer getting their coupons via physical mail.
Looking at mobile coupon statistics, smartphones may seem like the most popular devices for coupon enthusiasts to find deals. But according to a 2019 survey, 50% of shoppers still prefer to get their coupons via snail mail. This marked a sizable increase from 2017 when 44% of coupon users said they preferred paper coupons delivered to their mailbox.
Among those who seek paper coupons, 44% prefer to cut out newspaper coupons, while 34% are okay with printing coupons off the internet by themselves. However, that’s not to say that half of the consumers only use paper coupons — in fact, 74% use paperless coupons, and the digital coupon market size is projected to go up in the next few years.
20. 40% of shoppers report feeling smart when they find a good coupon deal.
Experts note that we can recognise the basic tenets of behavioural psychology in shoppers’ behaviour. Finding a good coupon deal functions as a reward for consumers actively seeking discounts, so it’s no wonder that 40% of them say they feel smart when they find a good deal. What’s more, 62% feel good when they come across what looks like an exclusive sale.
21. According to coupon user demographics, parents are most likely to use paperless coupons.
Research reveals that 96% of millennial parents and 92% of slightly older parents use digital coupons. Millennials are right behind with 88%, while 83% of Gen-X consumers also use paperless coupons. Only 64% of Baby Boomers rely on digital couponing. The most popular digital coupons are those received via mobile or added to a consumer’s brand loyalty card.
22. Men in the UK are less likely to search for coupons than men in the US.
Coupon demographics also show that women across all age groups are more likely to look for coupon deals online. The biggest discrepancy between men and women is among millennials — 67% of millennial women look online for coupon deals for at least half of their purchases, compared to just 49.9% of millennial men. The difference is less notable in the Gen-Z bracket, where 52.2% of women and 43% of men use online tools to find coupons.
Interestingly, only 16.6% of male shoppers in the UK look for coupons, compared to 25.2% in the US. For comparison, 40.2% of US and 36.7% of UK female shoppers do the same.
23. Coupon redemption statistics show that UK shoppers are less likely to look for coupons.
In the US, 1 in 3 shoppers will look for coupon deals before making a purchase, compared to 1 in 4 in the UK. There are also fewer super shoppers — consumers who use coupons for almost every purchase — among UK consumers: 13.7% compared to 16.3% in the US.
More than half of shoppers in both countries search online for coupons. However, UK consumers do so less than Americans — 53.1% in the UK compared to 59.3% in the US.
These digital and mobile coupons statistics show that the industry still has a lot of room for growth, primarily by better integrating discounts and special offers in ecommerce.
One thing’s for sure, though — coupons aren’t going anywhere. Although many thought that paper coupons wouldn’t survive the digital revolution, user demographics clearly show that millennials have adapted well and become some of the most active coupon users.
What is the average coupon redemption rate?
Unified data on coupon redemption is difficult to find as most companies are unwilling to share the information about issued and redeemed coupons. However, research reveals that only 0.76% of all issued coupons were actually redeemed in 2019.
Digital coupons perform far better than paper coupons, with a 77% higher redemption ratio. Consumers’ preferences support this finding, as 65.1% of them say they prefer to use digital platforms — email, websites, and mobile apps — to receive their coupons.
Do millennials use coupons?
According to a 2019 survey on coupon demographics, millennials are most likely to look for coupon deals. The survey found that 96% of millennial parents and 92% of other millennials regularly use coupons, in both paper and digital formats.
What is the best place to get coupons?
You’ll find coupons for many brands on our website. Our team works daily to bring you a wide selection of deals and special offers that you can use at checkout to reduce your purchase’s total value. You can also look for coupons on other websites, such as Groupon, which currently has more than 34.2 million unique users. Some brands offer coupons on their websites, and you can get discount codes by subscribing to their newsletter.
How can I get coupons for free?
Most coupons are free because they primarily function as a marketing tool for brands and manufacturers. Many brands offer several types of deals, including those based on coupons. The best way to find a high-quality coupon is to look up your favourite brands and go to their websites. Read about their loyalty and reward programs, and download their official apps. Also, be sure to check out the wide range of regularly updated coupons available on our site.
What coupon sites are legitimate?
There are a few things to have in mind before getting into serious couponing. Most important of all, you need to know if the coupon site you’re browsing is legitimate. A legitimate site typically won’t ask for your personal information, and it will usually have coupons organised into categories with expiration dates clearly displayed. If you’re still unsure about a specific coupon website, search the internet to read about other users’ experiences with it.
Where do I get coupons for extreme couponing?
If you’re already well-versed in basic couponing, you might want to move on to the next stage — extreme couponing. There are many extreme couponing tricks you can try. For example, rather than using a coupon immediately, wait for the brand or manufacturer that issued the coupon to have a sale and use it then to maximise your savings.
As our overview of coupon statistics has shown, coupon users can be very savvy. Besides coupon websites like ours, you can try some coupon clipping services that deliver coupons on demand. These include Coupon Flea Market, Klip2Save, and The Coupon Clippers.