2017 Coupon Statistics

Coupons are the new punk rock.

Well, maybe that's a bit dramatic. 

But one thing is certain: whether they're hurting financially or not, people love a good deal.

Mix in a frugal mindset that's been brewing for nearly 20 years and technology that serves up savings on demand and suddenly coupons become very, very persuasive to the typical spender.

To help you keep up with the latest trends and research into coupons and deal-seeking consumers, we're collecting every relevant piece of data released in 2017.

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 the year. If you have data you'd like included, please drop us a line in the comments. 

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2017 Coupon Statistics

  • $3.1 billion was saved by consumers in 2017 thanks to coupons (NCH Marketing Services)
  • 92% of consumers used a coupon on a purchase in the past year, compared to 93% the previous year (PRRI)
  • 97% of consumers look for deals when they shop and 92% said they are always looking (Hawk Incentives)
  • 62% of loyal consumers watch for or take advantage of rebates from their favorite brand or store vs. 44% of non-loyal customers (Blackhawk Network)
  • 42% of loyal consumers use targeted offers from their favorite store vs. 27% of non-loyal customers (Blackhawk Network)
  • 52% of millennials used targeted offers from a brand or store that they are loyal to vs. 43% of Gen Xers and 31% of Baby Boomers (Blackhawk Network)
  • 56% of consumers reported they are more likely to look for deals this year vs. last year, and of this number, 35% are much more likely to look for deals this year (Hawk Incentives)
  • 40% of consumers said they feel smart when they can find the best deals (Hawk Incentives)
  • 89% of consumers name price as a top factor affecting their purchasing decisions (Hawk Incentives)
  • 79% of consumers look for deals in loyalty and reward programs before making a purchase (Hawk Incentives)
  • When it comes to loyalty programs, 82% of consumers prefer discounts and offers, 77% free products and 66% free services (HelloWorld)
  • 74% of consumers review circulars and print ads before making a purchase (Hawk Incentives)
  • 38% of consumers ask their personal network before making a purchase (Hawk Incentives)
  • 27% of consumers look for deals, rebates and advertised prices while shopping (Hawk Incentives)
  • 26% of consumers look for deals in loyalty and reward programs while shopping (Hawk Incentives)
  • 22% of consumers ask their personal network for deals while shopping (Hawk Incentives)
  • 83% of consumers think rebates are great savings opportunities (Hawk Incentives)
  • 49% of consumers are making sacrifices and looking for deals to make ends meet (IRI)
  • 88% of all consumers and 91% of millennials use paper coupons (Valassis)
  • 53% of consumers indicated they invest over two hours a week looking for deals and savings across all sources (Valassis)
  • 25% of millennials and moms spend over four hours a week looking for deals and savings across all sources (Valassis)
  • 41% of consumers said they use an equal mix of print and digital coupons – up 6% from last year (Valassis)
  • 52% of consumers print out digital coupons for use in stores (Valassis)
  • 71% of consumers said they would use a featured coupon code from a print advertisement to buy online (Valassis)
  • 80% of millennials said they used coupon codes when shopping online (CouponFollow)
  • 86% of consumers reporting annual household earnings of $200,000 or more said they look for deals (Hawk Incentives)
  • 87% of consumers reporting annual household earnings of $20,000 - $39,000 said they look for deals (Hawk Incentives)
  • 85% of consumers with reported annual earnings between $100,000 and $149,000 said they look for deals (Hawk Incentives)
  • 78% of millennials and 79% of affluent shoppers ($100K+ household income) said they would use a featured coupon code from a print advertisement to buy online (Valassis)
  • 57% of multichannel consumers use more print coupons (Valassis)
  • Overall coupon redemption fell in 2017 due to marketers increasing their emphasis on digital distribution by 27%. While this contributed an additional 47% in paperless coupon redemption, that category still made up less than 12 share points of all coupons redeemed last year (NCH Marketing Services)
  • Free standing inserts (FSI) made up nearly 94% of coupon distribution volume and was the category with the highest redemption volume (NCH Marketing Services)
  • Coupons that appear alone on a page show a 17% higher redemption rate than those sharing an FSI page (NCH Marketing Services)
  • 34% of consumers look for online coupons on a weekly basis, and another 40% do so with print coupons (YouGov)
  • 90% of consumers use coupons, finding them from a variety of online and offline sources (Valassis)
  • 65% of Gen Zers want to get a lot for their money with discounts, coupons and a rewards program (National Retail Federation)
  • 79% of both Millennials and Gen Xers want a strong loyalty or discount program, while just 74% of Baby Boomers and 66% of seniors feel the same (IRI)
  • 94% of millennials are using coupons in 2017 – up from 88% in 2016 (Valassis)
  • 87% of Millennials, 91% of Generation Xers and 96% of Baby Boomers used coupons in the last year (PRRI)
  • 46% of Millennials, 63% of Generation Xers and 70% of Baby Boomers used paper coupons in the last year (PRRI)
  • 48% of Millennials, 39% of Generation Xers and 32% of Baby Boomers used online coupons in the last year (PRRI)
  • 62% of consumers print online coupons (PRRI)
  • 73% of consumers rely on coupons more than they did three years ago (Precima)
  • 52% of the adult population will use digital coupons in 2017 (eMarketer)
  • Digital coupon usage will grow just 3.8% in 2017 (eMarketer)
  • 32% of US grocery buyers use digital coupons to find deals (Market Track)
  • 60% of shoppers are influenced by coupons for grocery purchases (NCH Marketing Services)
  • 30% of coupon users have increased their use of paper coupons (Valassis)
  • 44% of consumers prefer to receive their coupons through the mail (Valassis)
  • 86% of Millennials and 76% of Gen Z cited promotions/discounts as influential on purchases (Lab42)
  • 74% of Millennials and 60% of Gen Z cited coupons as influential on purchases (Lab42)
  • 90% of adult consumers said they are influenced by promotions in terms of the amount they spend and the items they purchase (ICSC)
  • 79% of brand loyal consumers are influenced to buy a brand they typically wouldn’t purchase due to coupon influence (Valassis)

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  • 74% of consumers choose a store based on a strong loyalty or discount program (IRI)
  • 94% of American women say they rarely buy clothing without some discount attached (ThredUP)
  • One-third of click-and-collect and digital coupon users said they buy more, while 39% of subscription service users said the same (WSL)
  • 50% of consumers said they would be attracted to personalized offers based on loyalty data, purchase data, or real-time browsing data (Oracle)
  • 43% of consumers agreed that they would exchange personal data with companies to save money through personalized promotions, discounts or deals ([24]7)
  • 83% of shoppers prefer in-store promotions, 81% like steep discounts and 55% like personalized offers (Precima)
  • 81% of online consumers want promotions targeted to their product preferences (Qubit)
  • 70% of millennial shoppers believe personalized offers are of chief importance (Precima)
  • 83% of consumers find coupons in print sources before going to a store, 88% of Hispanic consumers (Valassis)
  • 75% of consumers print coupons from the internet before going to a store, 85% of Hispanic consumers (Valassis)
  • 9% of retailers offer mobile coupons, specials and promotions (BRP)
  • 58% of top retailers personalize content and offers based on browsing behaviors (Aptos)
  • 44% of shoppers want brands to personalize coupons based on location. (Episerver)
  • 84% of companies plan to offer promotions in 2017 (SheerID)
  • 75% of companies are slicing margins to offer discounts (SheerID)
  • 64% of companies already offer or will offer exclusive promotions to specific customer groups like students, teachers and military members (SheerID)
  • 63% of companies offer their promotions year-round: 68% online and 39% in-store (SheerID)
  • 54% of consumers want personalized offers through SMS or app messages when close to a store (Capgemini)
  • 65% of customers are frustrated when discounts and promotions for retail stores are not personalized (Capgemini)
  • 61% of consumers who don’t mind handing out personal data expect discounts and other special offers in return (Retail Dive)
  • 60% of men willing to share their data say they want discounts and special offers and 66% of women want discounts (Retail Dive)
  • 44% of orders in 2016 were sold on a promotion (DynamicAction)
  • 80% of participants signed up for email offer specifically to receive discounts (PRRI)
  • 62% of consumers who have a separate email account for promotions check it frequently (Yes Lifecycle Marketing)
  • Most consumers check their email for brand promotions at home, either in the morning (32%) or evening (31%) (Yes Lifecycle Marketing)
  • 92% of consumers’ shopping purchases will be influenced by offers and promotions this Christmas (Conversant)
  • Free shipping (58%) tops customers’ Christmas offers wish list, followed by money off purchases (48%) and “buy one, get one free” offers from retailers (37%) (Conversant)
  • 72% of holiday shoppers plan to take advantage of free shipping offers this season (Deloitte)
  • 72% of Baby Boomers would shop online more if it were easier to use coupons (PRRI)
  • 68% of consumers download paperless coupons onto a store ID/loyalty card before going to a store,  81% of Hispanic consumers (Valassis)
  • 96% of dads and 98% of moms are apt to use coupons vs 90% of adults in general (Valassis)
  • 96% of dads are influenced by coupons (Valassis)
  • 85% of dads will only buy a product if there is a coupon, compared with 71% of adults in general (Valassis)
  • 43% of dads increased their purchase when they had coupons, vs 23% of all adults (Valassis)
  • 54% of dads say they’ve increased their shopping at retailers other than their go-to store due to better deals (Valassis)
  • 76% of U.S. adults said they’d try a quick service restaurant they’ve never been to if it offered a discount on their current order (YA)
  • 69% of U.S. adults said they’d be likely to try a quick service restaurant if they’d get a discount on a future order (YA)
  • 64% of U.S. adults said they’d visit a restaurant new to them if they received a “refer a friend” discount (YA)
  • More than one in three restaurant goers check out potential deals before choosing where to eat (RetailMeNot)
  • 31% of restaurant goers seek discount options when dining solo (RetailMeNot)
  • 61% of diners are willing to go between seven to ten miles for a deal (RetailMeNot)
  • 80% of diners are likely to try a new restaurant if there is a deal (RetailMeNot)
  • 53% of Americans, including 62% of Millennials, say saving money will be on their list of New Year’s resolutions (Varo Money)
  • Nearly 70% of all consumer packaged goods coupon focusing on items like over-the-counter health products and household products (NCH Marketing Services)Loyalty Statistics The Ultimate Collection

2017 Mobile Coupon Statistics

  • 33% of Millennials, 25% of Generation Xers and 17% of Baby Boomers used mobile coupons in the last year (PRRI)
  • 90% of mobile device users have at least one subscription to access coupons, promotions and special discounts (CTA)
  • 50% of U.S. consumers surveyed would like to receive immediately redeemable discounts pushed to their phones while in-store (Mood Media)
  • 67% of U.S. consumers surveyed, ages 18-24, would like to receive immediately redeemable discounts pushed to their phones while in-store (Mood Media)
  • 56% of consumers use smartphones to research before making a purchase (Hawk Incentives)
  • 41% of consumers use their smartphones to check for deals while shopping (Hawk Incentives)
  • 81% of consumers will utilize their mobile devices while in-store shopping for merchandise and 39% among those will download digital coupons (ICSC)
  • More than 75% of consumers and 93% of millennials use mobile while in a store to look for coupons and discounts (Valassis)
  • More than 50% of millennials said they have used their mobile device to compare deals online and in-store (Valassis)
  • 57% of consumers said they have visited a business after receiving an offer on their mobile device when they were near that location (Valassis)
  • 42% of multichannel consumers, 55% of affluent shoppers, and 52% of millennials use more mobile coupons and apps (Valassis)
  • 40% of consumers use their mobile phones in stores to access or download digital coupons (Retail Dive)
  • 48% of women vs. 35% of men use their smartphones to download digital coupons in a store (Retail Dive)
  • 36% of coupon users have increased their use of paperless coupons (Valassis)
  • 61% of shoppers use a smart phone to save on purchases, 87% of parents (Valassis)
  • 32% of consumers prefer to receive their coupons through via smart phone (Valassis)
  • 29% of consumers increased their shopping at stores because they offer/accept paperless coupons, 45% of Hispanic consumers (Valassis)
  • 58% of consumers switch brands based on a discount notification they get via mobile in the store (Valassis)
  • Once in a physical store, 89% of dads get on their phones to look for mobile coupons and 86% switched brands based on in-store discounts (Valassis)
  • Discounts received via smartphone or other mobile devices influence where 67% of consumers decide to shop (Valassis)
  • Coupon app use has increased 42% from 2016, and in-store shopping rewards app use has increased 34% (Valassis)
  • 51% of shoppers make a purchase based on a mobile notification in store (Valassis)
  • While at the store, 69% of brand loyal shoppers will switch brands based on a discount notification they receive on their mobile device (Valassis)
  • 53% of consumers scan their receipts with a mobile app to receive cash back and/or points (Valassis)
  • 56% of consumers visited a brick-and-mortar store after receiving a deal or offer on their mobile device when near a store (PRRI)
  • 67% of consumers decide which store to shop based on paperless discounts via mobile device or loyalty card, 81% of Hispanic consumers (Valassis)
  • 55% of customers find mobile apps more useful than the store for finding promotions (Capgemini)
  • 37% offer their promotions year-round on mobile devices (SheerID)
  • Every digital coupon or loyalty card a mobile wallet user installed on the mobile wallet was shared to an average of 3.3 other mobile devices (Urban Airship)
  • More than three-quarters of all retailers’ coupons and loyalty cards installed on Apple Wallet were the result of sharing by customers vs being created and distributed through marketing channels (Urban Airship)
  • Each mobile coupon was shared an average of 4.3 times vs 2.9 average shares for a loyalty card (Urban Airship)
  • 95% of mobile wallet shares were to 7 or fewer devices and just 1.1% of shares were to 16 or more devices (Urban Airship)
  • 32% of mobile-pay users recalled receiving a mobile-pay incentive, up from 19% last year (ACG)
  • 86% of mobile-pay users who received an offer claimed that offer at point-of-sale or in-app (ACG)
  • Mobile pay users who received an offer redeemed them in store 4.6 times, compared to 3.1 times for those who did not receive an offer (average over 1 week period) (ACG)
  • 46% of mobile-pay offers are merchant-funded rewards. 40% of offers are provided by card-issuing banks (down from 58%) (ACG)
  • 78% of mobile-pay offers are linked to a specific merchant (ACG)
  • 50% of restaurant mobile app users use the apps to find discounts or promotions, and 41% use them for loyalty programs (Market Force Information)
  • 50% of internet users use restaurant mobile apps to find discounts or special promotions (Market Force Information)
  • 41% of internet users use restaurant mobile apps to find or participate in restaurant loyalty/rewards programs (Market Force Information)
  • Of U.S. adults that have a mobile app that offers quick service restaurant deals, 31% say they take advantage of offers 10 times or more per year (YA)
  • 25% of U.S. adults use a quick service restaurant app to get today’s deal (YA)

2017 Coupons and Social Media Statistics

  • 26% of consumers only “liked” a brand on Facebook for a one-time offer, then “unliked” them immediately after (Bridge Ratings)
  • 23% of Gen Z’ers prefer interacting via social media to receive offers, incentives and sales notifications (American Express)
  • 24% of consumers “unliked” a brand on Facebook because they didn’t offer enough deals (Bridge Ratings)


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Topics: coupon stats, consumer trends

Written by: Kendra Lusty

For over a decade, Kendra Lusty has been a writer for Access Development, and currently focuses her research and writing on topics related to loyalty and engagement.

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