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Coupon Statistics – General Facts about Coupons

Coupon Statistics

General Facts about Coupons

Coupon clippers have taken over the checkout lines in record numbers…with record savings. But if you still think most coupon users have blue hair, you’re way off. With mobile and internet coupons gaining even more popularity discounted prices are a hot hobby across all ages and incomes, especially folks in their 20s and 30s. If you’ve been hiding your frugal habits, it’s time to let your lean lifestyle shine! Just how much of an influence do coupons have on the population at large? Check out the latest stats on coupon usage trends below.

  1. Consumers received $4.6 billion in coupon savings in 2011.
  2. Shoppers received $500 million more in coupon savings than in 2010, for an increase of 12.2%
  3. 80.6% of consumers in a Valassis study reported using coupons regularly.
  4. More than one-third of the survey respondents said they used more coupons in 2011 than the prior year, a 14.3 share point increase from pre-recession levels.
  5. 91% of study participants plan a shopping list with coupons before going to the store.
  6. Marketers distributed 305-billion coupons in 2011.
  7. 2009 through 2011 represent the highest annual volumes of coupons distributed since before the recession began.
  8. 27% of coupons distributed required consumers make multiple purchases.
  9. Coupons expired within an average of 9.9 weeks from distribution.
  10. The average coupon had a face value of $1.54, the same as in 2010
  11. Digital-coupon distribution grew with 11% more printable and paperless offers.
  12. 64% of respondents to an NCH consumer survey said they regularly search the Internet for coupon savings.
  13. 88.2 million consumers (47% of Internet users) plan on using online coupons in 2011
  14. 92.5 million adult Internet users will use online coupons in 2012
  15. 96.8 million adult Internet users will use online coupons in 2013
  16. Every hour spent couponing in 2011 is worth an estimated $100
  17. The average savings per coupon used was $1.44 in 2010
  18. 74% of consumers search multiple coupon sources each week
  19. 25% spend up to an hour shopping for the best online discount deals
  20. 47% of respondents use more local deals and coupons than in 2010
  21. Moms are roughly twice as likely to search for coupons online as other categories of women
  22. 52% of coupon users spend more than 15 minutes per week searching for coupons
  23. 25% of coupon users spend between 30 minutes and 60 minutes searching for coupons per week
  24. $485 billion worth of coupons were distributed in 2010
  25. 332 billion coupons were distributed in 2010, the most ever recorded in the U.S.
  26. Consumers saved $3.7 billion using coupons in 2010
  27. Distribution in 2010 exceeded 2009 by 6.8%, or 21 billion coupons
  28. 87.7% of paper coupons were distributed in 2010 via newspaper inserts, for an increase of 19 billion coupons
  29. Digital offers increased by 37% in 2010
  30. The face value of coupons in 2010 increased 6.6%, to an average of $1.46 per coupon
  31. 74% of coupons in 2010 required the purchase of one item and 26% the purchase of two or more items
  32. The average coupon expired in 10.1 weeks in 2010, 10 days shorter than in 2009
  33. Overall coupon redemption grew 3.1%, to 3.3 billion, in 2010
  34. 78.3% of consumers reported using coupons regularly in 2010, up 14.7% from pre-recession levels
  35. Consumer coupon use in 2010 added up to $3.7 billion in savings, an increase of $200 million over 2009

Redemption Growth for Different Coupon Types in 2009

  • Internet – 263%
  • Direct Mail – 69%
  • Magazine Pop-up – 51%
  • Instant Redeemable – 48%
  • Electronic Checkout – 39%
  • Free-standing Insert – 36%
  • Digital Promotions – 31%
  • Shelf Pad – 30%
  • In Store Advertisement – 27%

Sources:

  • Valassis Annual Topline U.S. Consumer Packaged Goods Coupon Facts Report for 2011
  • NCH Marketing Services, Inc.
  • RedPlum eMarketer Nielsen Company
  • Fortune3.com
  • Inmar
  • Internet Retailer
  • NCH Marketing
  • Coupon Info Now