From print to digital, coupons are alive and well, and remain a part of the American shopping culture. They are a source of pride, according to nearly half of consumers, and a symbol of savvy shopping skills. More than 80% of consumers use coupons and 43% say they’re using them more often. One reason for the increase is the mere proliferation of more and more coupons, both online and in ads/circulars. The key driver, however, is the ease with which they are able to find the right coupon at the right time. Nearly six in 10 report that they are now finding more coupons for the specific products they want to purchase when they need them. Interestingly, the majority of consumers reported that they would use coupons more frequently but find that many tend to expire before they have a chance to use them.
So what resonates with these coupon enthusiasts? Surprisingly, they aren’t seeking huge discounts. Nearly half consider discounts of 25% or less to be a “good deal.” In fact, more than one in four believes that 1% to 24% represents a good deal. They are most interested in coupons that offer a specific dollar amount off of their purchase (31%) and are least interested in coupons that offer free shipping (9%).
Source: Report: 2014 Coupon Trends Report. (2014). Inmar.