2016 Coupon Statistics

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. These stats are only those that have been released in 2016.

Don't you love that new stat smell? Us too!

Stats from years past (not to mention these new ones) can be found on the mothership - the Ultimate Collection of Coupon Statistics.

As with every other stats page we curate, there's a link to the original source following each stat. 

Give this page a bookmark, as we'll be updating it frequently throughout 2016. If you have data you'd like included, please drop us a line in the comments. 

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2016 Coupon Statistics

  • Over half of consumers use a coupon in at least one of every four purchases (RetailMeNot
  • 42% of consumers save over $30/week using coupons; 30% save over $50/week (Valassis)
  • 59% of consumers say they enjoy taking the time to find bargains (Nielsen)
  • 79% of consumers describe themselves as “price conscious,” always being aware of sales and discounts (Valassis)
  • 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)
  • 55% of consumers (61% of Millennials) spend over two hours each week looking for coupons and deals (Valassis)
  • Top 5 categories Millenials seek coupons in: groceries (93%), cosmetics (69%), clothing (62%), household items (60%), restaurants (57%) (Valassis)
  • 48% of consumers use 6+ coupons per shopping trip; 27% use 10+ (Valassis)
  • 49% of affluent consumers use 6+ coupons per shopping trip; 29% use 10+ (Valassis)
  • 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)
  • 49% of consumers plan their shopping trips around circulars and coupons (Valassis)
  • 51% of consumers say they print out digital coupons for use in-store (Valassis)
  • 37% of consumers printed a digital offer, up from 20% in 2015 (Valassis)
  • 35% of shoppers use print and digital coupons equally (Valassis)
  • 52% of consumers use mostly print coupons (Valassis)
  • 58% of consumers reported using more print coupons in the past year (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)
  • 58% of consumers prefer to receive discounts, promotions and coupons via email, 20% via print sources, and 10% via text message (PWC)
  • 25% of consumers say their in-store shopping experience would be made better by real-time, personalized offers (PWC)
  • 28% of shoppers are likely to spend more money if a retailer offers a percent off their total, 17% if they offer specific product deals (RetailMeNot)
  • 57% of Americans want to hear from retailers when there is a sale or promotion (emarsys)
  • 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
  • 79% of consumers say they normally use paper coupons (AYTM Market Research)
  • 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)

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  • 48% of respondents said they "always" or "often" let coupons for products they're interested in expire or go unused (Urban Airship)
  • 54% of consumers use coupons to save on basic necessities (Valassis)
  • 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
  • 58% of consumers would shop for groceries online if they could use more coupons (Valassis)
  • 17% of consumers say irrelevant offers prevent them from joining a loyalty program (3Cinteractive)
  • 12% of online shoppers choose their favorite retailer because of personalized offers/marketing (PWC)
  • 23% of consumers would do “pretty much anything” for a coupon  (Valassis)
  • 70% of consumers would sign up for a newsletter to receive a coupon  (Valassis)
  • 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)
  • 36% of mothers would be drawn to a store they normally don’t shop because of a coupon, 33% of all female consumers (eMarketer)
  • 62% of millennial mothers search for and download mobile coupons (ROTH)
  • 67% of millennial mothers look for grocery coupons and deals via computer (AOL)
  • 61% of back-to-school shoppers say that online promotions will influence where they buy (Deloitte)
  • 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)
  • 45% of consumers would fill out an online form to receive a coupon (Valassis)
  • 54% of consumers would share personal information with retailers to receive personalized offers, up from 51% in 2015 and 33% in 2014 (Accenture)
  • 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)
  • Digital coupons for consumer packaged goods increased 21.2% in face value in the first half of 2016, registered print coupons increased by .6% (Kantar Media)
  • 75% of holiday shoppers take some action to get a great deal: 46% would hunt online for the best price, 33% would search for discount codes, 26% would travel more than 1 hour to a store, and 23% would line up at the doors before a store opens (RetailMeNot)
  • Customer orders using a promotion are up 34% versus 2015, and up 52% over the holiday season (Nov. 1-Dec. 5) versus 2015 in North America (Dynamic Action)
  • 8% of retail CMOs plan to use generic mobile coupons in their holiday marketing plans, compared to 34% in 2015 (BDO)
  • 77% of women would use mailed coupons during the holiday season, compared to 65% of men. (Epsilon)
  • 89% of consumers said that deep discounts (including coupons) are the key determinant of what stores they will visit for holiday shopping (HRC Advisory)
  • 10% of holiday shoppers who didn’t buy gifts on sale last year plan to shop promotions in 2016 (RetailMeNot)
  • 83% of shoppers use up to 6 channels to find the best holiday deals and promotions (RetailMeNot)
  • 66% of shoppers are more likely to look for savings on restaurants during the holiday season (RetailMeNot)
  • 72% of holiday shoppers would be enticed by coupons to shop at a store they have not used in the last year (Accenture)
  • 60% of Millennials are encouraged to shop by special deals on Black Friday and Cyber Monday (RichRelevance)
  • 52% of Millennials think Cyber Monday is more important than it was 5 years ago (RichRelevance)
  • 33% of consumers think Cyber Monday is more important than it was 5 years ago, while 42% of consumers think Black Friday is less important than it was 5 years ago (RichRelevance)

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  • 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
  • Mobile coupon redemption rate is predicted to reach 10% by the end of 2020 (Technavio)
  • 72% of consumers have looked for coupons or offers while in-store via mobile device; millennials (90%) and affluent shoppers with $100K+ household incomes (81%) are more likely to do so (Valassis)
  • 38% of consumers report using more mobile coupons in the past year (Valassis)
  • 49% of consumers used a savings app in 2016, up from 36% in 2015 (Valassis)
  • 44% of consumers downloaded a coupon to their loyalty card, up from 33% in 2015 (Valassis)
  • 46% of consumers redeemed a coupon code, up from 33% in 2015 (Valassis)
  • 58% of consumers visit a store, restaurant or business after receiving an offer on their mobile device (Valassis)
  • 70% of consumers check their mobile devices for coupons or offers (Valassis)
  • 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)
  • 73% of high earners bought something with a promotion in 2015 (RetailMeNot)
  • 71% of US internet users’ purchase decisions were influenced by coupons and discounts (CMO Council)
  • 71% of consumers are most interested in offers received through mail (Vantiv)
  • 22% of consumers prefer mailed coupons to other methods, only 6% of Millennials prefer mailed coupons (Vantiv)
  • 42% of millennial mothers look for grocery coupons and deals via smartphone (AOL)
  • 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)
  • 57% of consumers would visit a store, restaurant or business after getting a mobile offer when near the location (Valassis
  • 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
  • 31% of consumers have accessed a coupon/promotional code via their mobile/smart phone while in store, 20% of Millennials (PWC)
  • 44% of global shoppers use their mobile device to check for coupons or deals, 32% of North American shoppers (Nielsen)
  • 47% of consumers use online coupon codes, 38% print online coupons from websites to use in-store and 25% use mobile coupons via apps (AYTM Market Research)
  • 32% of consumer report using online coupons or coupon codes more often in the past year (Valassis)
  • 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)
  • 12% of brand marketers would use mobile loyalty to deliver offers and coupons, 12% would leverage proximity notifications with offers (3Cinteractive)
  • 70% of consumers report member-only discounts and offers is the key benefit of loyalty/reward programs (PWC)
  • 22% of consumers say deals and offers motivated them to join a loyalty program (3Cinteractive)
  • 93% of consumers consider special promotions as an influential reason for signing up for loyalty programs (CFI Group)
  • 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
  • 24% of Millennials prefer scanning a QR code from their mobile phone to redeem an offer, compared to 18% of Gen Xers and 5% of Baby Boomers (Vantiv)
  • 55% of U.S. Adults are willing to view ads on connected devices in exchange for coupons/discounts (IAB)
  • The global mobile coupons market is predicted to post a compound annual growth rate of more than 73% by 2020 (Technavio)

Coupons and Social Media 2016 Statistics

  • 37% of shoppers receive promotional offers via social media (PWC
  • 64% of consumers would "like" a page on Facebook for a coupon (Valassis)
  • 14% of consumers looked for deals through social media more over the past year (Valassis)
  • 44% of consumers say receiving promotional offerings via social media has influenced their online shopping behavior (PWC)
  • 93% of retail CMOs reported advertising deals and promotions through social networks (BDO)
  • 43% of Millennials and Gen Xers are likely to share promotions through Facebook, compared to 12% of Baby Boomers and 3% of Retirees (Vantiv)
  • 3% of consumers prefer to receive discounts, promotions and coupons via social media (PWC)

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Topics: coupon stats, consumer trends

Written by: Brandon Carter

Brandon is a former writer and marketer for Access Development. He's a frequent blogger on customer and employee engagement & loyalty, consumer trends, and branding. Connect with him on LinkedIn or Twitter at @bscarter

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