Coupon Statistics:

The Ultimate Collection

temp
For many, coupons have strange connotations. They’re
something moms cut out, or they’re only used by poor folks or the elderly.In reality, the opposites of these are true – coupons are incredibly popular among affluent folks and millennials (not to mention every other demographic), and they don’t even have to be printed out anymore, so keep your scissors in the junk drawer.

As these statistics reveal, the coupon is still a driving force in commerce that connects people (and their wallets) to brands.

People will never tire of saving money, and brands are always looking to bring in new customers. Mix in a decade-long struggling economy, and you have a savings-savvy mindset that isn’t going away anytime soon.

Enjoy this collection of coupon stats, which we plan to keep updated with the most current and relevant research on an ongoing basis. If your company has completed research into these fields that we should include, please let us know.

Coupon Statistics


  • 96% of consumers use coupons (RetailMeNot
  • 85% of Americans use coupons (CreditCards.com
  • 83% of consumers use coupons (TSYS
  • 81% of consumers use coupons regularly (NCH
  • 81% of consumers search for dining deals on a regular basis (RetailMeNot)
  • 90% of customers have looked for a restaurant deal at least once (RetailMeNot)
  • 85% of consumers look for coupons prior to visiting a retailer (RetailMeNot
  • 315 billion coupons were issued in the U.S. in 2013, 2.8 billion were redeemed (NCH
  • 53% of Americans shop during sales or use coupons (APA
  • Over half of consumers use a coupon in at least one of every four purchases (RetailMeNot
  • 35.9% of consumers look through printed materials when deal-seeking (RetailMeNot
  • 50% of all shoppers read printed circulars to find deals for their last visit to the supermarket, while 32% clipped paper coupons via newspapers or other printed sources, and 25% used a printed circular in-store (Retail Feedback Group
  • Shoppers 18 to 25 years old use paper coupons twice as much as other methods (CreditCards.com
  • Coupon redemption was down 13% for 2015 compared to 2014 (Inmar
  • 321.3 billion manufacturer-funded coupons were distributed in 2015 (Inmar
  • 2.84 billion coupons were redeemed in 2014 (Inmar
  • 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
  • More than three in five shoppers actively seek out coupons in preference to other types of promotions (RetailMeNot
  • 89% of consumers use paper coupons (Valassis
  • 46% of consumers prefer print coupons, from the newspaper and mail (Valassis
  • 87% of all consumers use print coupons they receive in the mail (Valassis)
  • 82% of all consumers use coupons delivered via the newspaper coupon book (Valassis)
  • 82% of Millennials use coupons delivered from the newspaper coupon book (Valassis)
  • Millennials (34%) and Boomers (30%) expected to print more paper coupons and redeem them in stores (Neustar
  • 73% of Millennials say they find coupons in print sources such as the newspaper or mail, compared to 69% of GenX and 65% of Boomers (Valassis
  • 85% of Millennials use coupons delivered in the mail (Valassis)
  • 34% of millennials report an increase in mail coupon usage, significantly higher than gen X and baby boomers (Valassis)
  • 55% of US internet users will redeem a digital coupon or code at least once per year (eMarketer
  • 127.5 million Americans will use digital coupons in 2016, a growth rate of 5.2% (eMarketer)
  • 63% of consumers use coupons from paperless sources (Valassis
  • Overall paperless coupon distribution has grown 373% over the last four years (Inmar
  • US adults who redeem digital coupons will be up 7.6% in 2015 to 121.3 million  (eMarketer
  • The number of coupon prints has been declining 10% annually the past two years; load-to-card mobile and digital coupon format have quintupled in the same period (Catalina
  • Redemptions for load-to-card coupons increased 19.2% between 2014 and 2015 (Inmar
  • 96% of Millennials use coupons (Valassis
  • 71% of Millennials use coupons and other offers (Ibotta)
  • 47% of Millennials say they increased their use of coupons in the past year, 14 percentage points higher than all respondents and 21 percentage points higher than baby boomers (Valassis)
  • 30.6% of female internet users often use discounts and coupons for day-to-day shopping, compared to 16.8% of males (CreditCards.com
  • 40% of shoppers prefer receiving discounts on purchases over loyalty program points or a gift basket (Precima
  • 68% of consumers state that coupons generate loyalty (RetailMeNot
  • 91% of brand loyal shoppers use coupons (Valassis
  • 49% of consumers will gladly switch brands for a coupon (GfK)
  • 78% of consumrs are influenced to buy a brand they wouldn’t typically buy due to a coupon (Valassis)
  • 68% of consumers strongly believe that digital coupons have a positive impact on a retailer’s brand (RetailMeNot
  • 35% of consumers use coupons more than 50 times a year (TSYS
  • 63% of shoppers said they could not find coupons for the products they wanted to buy (Inmar
  • Digital coupons comprise just 3% of coupon spending (Catalina
  • 57.5% of US internet users 18 and older will redeem digital coupons or codes in 2015 (eMarketer
  • 55% of Millennials use their computers to look for coupons and discounts (eMarketer
  • 73% of US online women have printed a coupon from a website (Shop.org
  • 59% of consumers state that out of all the different types of promotions a retailer can employ, digital coupons still sway them the most when it comes to influencing a purchase decision (RetailMeNot
  • 62% of smartphone owners are extremely or very likely to use digital coupons in the future (Catalina
  • 28% of women can’t be bothered with coupons, 15% call them a necessary evil (ShopSmart
  • 83% of shoppers have made an unplanned purchase based on a promotion/coupon (Market Track
  • 62% of consumers are taking action to save on household expenses (Nielsen
  • 80% of consumers agree that digital coupons “close the deal” for them when undecided on a purchase (RetailMeNot
  • 15% of consumers cite coupons as the top influence in pre-purchase decisions (the top response) (Nielsen)
  • 73% of holiday purchases are influenced by coupons and promotions (Deloitte
  • Households with incomes of $100,000 or more are twice as likely to use coupons as those earning <$35,000. College degree holders are also twice as likely to use coupons as those who did not graduate from high school. (Coupons.org via CNBC)  
  • 90% of affluent shoppers use coupons (Valassis)
  • 56% of affluents (those earning $100k+) shop around for specials/bargains, compared to 53% of other segments (Experian
  • 76% of affluent shoppers only buy a product if they have a coupon compared to 72 percent of all consumers (Valassis)
  • 32.7% of affluents (those earning $100k+) are drawn to shop at a new store by coupons (Experian
  • 74% of U.S. adult online shoppers with annual household incomes of $75,000 or more use online coupons, compared with 59% of those under $35,000 (PromotionalCodes.com
  • 64% of those making $150k or more use coupons 30+ times a year, 67% of those making $100k to $149 use 30+ yearly (TSYS
  • 56% of 13-17 year olds use coupons or coupon codes (RedPlum
  • 30.9% of retailers said a percentage discount was the most effective customer incentive (Retention Science
  • Consumers 18 to 45 favor discounts, while 46- to 75-year-olds prefer free shipping (Blue Hornet
  • 55% of shoppers digitally “clip” coupons (Inmar) 
  • 33% of consumers prefer coupons from the Internet (Valassis
  • 41% of millennials have increasingly gone to the Internet to find coupons compared to 29% of all consumers (Valassis)
  • 33% of consumers prefer coupons that are downloadable to retailer loyalty cards (Valassis
  • 75% of Millennials download paperless discounts to their loyalty cards before they enter store, 73% do so in the store (Valassis)
  • 62% of all consumers who download savings do so before they enter the store, 55% do so while in the store (Valassis)
  • When hunting for a deal, 59% of shoppers will head straight to a retailer’s website (Opia
  • 53% of consumers use daily deals (Groupon, Living Social, etc) (TSYS
  • 64% of consumers use daily deals ten or more times a year (TSYS
  • 95.5% of shoppers say that they look at a weekly sales circular before shopping (Key Ring)
  • 14% of consumers are reviewing printed circulars for coupons three to four times a week (MarketForce)
  • 89% of people have become more resourceful because of the economy; 93% expect to continue spending cautiously even when the economy improves (Deloitte
  • Two out of five women have searched for a product because of an online coupon. (NRF) 
  • 81% of consumers find it fun to see how much they can save with coupons or loyalty cards (Deloitte
  • 80% of shoppers say that using coupons makes them feel smarter (Inmar
  • A 2011 RedPlum survey of 23,000 revealed that 96% would still use coupons even after winning the lottery (RedPlum)
  • 60% of consumers feel that shopping is competitive and getting a better price than others makes them feel like winners (Yahoo!
  • 40% of shoppers automatically want the lowest price without having to clip or find discounts (Synchrony
  • How mothers find coupons: Print (78%), circulars (65%), digital (55%) (WomensForum
  • 89% of Millennial parents use coupons when planning their shopping list, compared to 78% of Millennials without kids (Valassis)
  • 86% of all consumers use coupons to plan their shopping lists (Valassis)
  • 77% of all consumers select their stores based on where they can use paper coupons (Valassis)
  • Top sources of coupons: Newspaper, online, store circulars (TSYS
  • The value of free standing insert (FSI) coupons increased 3.7% in 2015 to $515 billion (Kantar Media
  • 76% of consumers are willing to trade personal information for relevant offers (Forbes
  • 70% of consumers want coupons emailed to them for products they normally buy (Inmar
  • 90% of retail email campaigns during the 2015 holiday season included an offer (Experian
  • 85% of U.S. consumers prefer personalized offers based on previous purchases (Synqera
  • More than 80% of shoppers want promotions that are tailored to their needs (Precima
  • After taking part in a promotion (Opia)
    • 64% will give their name and contact information 
    • 44% will opt-in for future news and promotions 
    • 39% will share their likes and dislikes 
  • Twice as many Millennials as boomers check prices (Boston Consulting Group
  • 96% of students would be more likely to make a repeat purchase from a brand that offers student discounts (ID.me
  • 78.4% of students “always” or “usually” check for discounts before making their online purchases (ID.me
  • 57% of US online users have printed a coupon from a website (Shop.org
  • 40% of shoppers have left a retail store without purchasing because they left a coupon at home (Google
  • 79% of shoppers would not buy an item if they forgot to bring a coupon in-store (Forrester
  • 43% of coupon users consider discounts up to 25% to be a good deal (RetailMeNot
  • 40% of consumers would unsubscribe from a brand’s marketing if the coupons or incentives were not good enough (Vibes
  • 36% of Millennials said they share digital content “to receive a coupon/discount/promotion” (Annalect
  • 30% of coupons users are most interested in deals that offer a specific dollar amount off of their purchase (RetailMeNot
  • 57% of consumers want real-time promotions and offers, yet only 20% want retailers to know their current location and only 14% want to share their browsing history (Accenture
  • 82% of consumers would welcome automatic discounts at checkout for loyalty points or coupons (Accenture
  • 49% are open to receiving coupons from their financial institutions (TSYS
  • 91% of desktop users redeem a digital coupon within several days (RetailMeNot
  • 59% said that providing basic login details in return for personalised offers and information is a ‘fair deal’ (IntentHQ
  • 36% of food brands have coupon sections on their websites (L2
  • 68% of consumers always use deals, promotions and coupons, and the rest do sometimes (Blackhawk Engagement
  • Browsing for coupons is the second most popular digital activity for grocery shoppers (55%) (Nielsen
  • 100% of supermarkets plan to increase their use of digital coupons (Aptaris
  • 56% have clipped coupons from a newspaper insert in the past 30 days (NAA
  • Sunday newspapers were the No. 1 source used to find coupons in the past 30 days, cited by 61% of adults who used coupons (NAA
  • 81% of consumers say the accessibility of discount, deals and coupon sites have affected their willingness to pay full price (Cartera
  • 56% of those looking for deals feel they are overcharged to begin with if the manufacturer offers a coupon (GfK)
  • Emails that contain a coupon have an open rate of more than 14%, an increase in unique clicks of 34%, a transaction completion rate increase of 27%, a 48% increase in revenue per email sent (Experian
  • 25% of shoppers say a cash back offer is more likely to encourage them to buy a product than any other deal (Opia
  • 51% of shoppers have taken part in a cash back promotion (Opia
  • 63% of millennials would experiment with a new brand if they received a card-linked offer (Forrester
  • 50% of all shoppers are interested in using card-linked offers (Forrester
  • 52% of Millennials with children download retailer loyalty offers (Valassis
  • Retailers can recover 66% of out-of-stock incidents by offering shoppers an immediate discount (Zebra Technologies
  • 80% of shoppers said they blame the retailer if they have to wait because of another customer’s coupons, returns or customer service problems (LoyaltyOne
  • 58% of shoppers actively look for deals and promotions before going to the grocery store (Blackhawk Engagement
  • 31% of food shoppers say it is important to receive exclusive offers, coupons or other discounts (GfK)
  • 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
  • 60% of Millennials said they like to change the products they buy each month in order to claim different cash rebates from Ibotta (Ibotta
Please follow and like us: