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Coupon Statistics: The Ultimate Collection

By Brandon Carter | Updated on Nov 15, 2017 5:00:00 AM

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.

discount programs ebook

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

  • 85% of Americans use coupons (CreditCards.com
  • Discounts and coupons came in as the top-ranking tactic for driving loyalty with 61% of consumers saying they use them (Expedia Affiliate Network)
  • 75% of consumers expect discounts/offers (HelloWorld)
  • The main reasons people participate in loyalty programs include: receive discounts/offers (43%), earn free products (27%), access to exclusive rewards (10%), and members-only benefits (9%) (HelloWorld)
  • 55% of consumers said the dominant loyalty factor was product quality and 25% said great sales/deals (Yotpo)
  • 64% of consumers said fair pricing motivates them to try a new brand, followed by free shipping (61%), reviews (57%), word of mouth (46%), great shopping/buying experience (37%), loyalty perks/rewards (35%), ads (15%) and influencer endorsement (4%) (Yotpo)
  • 90% of consumers use coupons (Valassis)
  • 81% of Americans say finding a great deal or offer is on their mind throughout the entire shopping journey (RetailMeNot)
  • 97% of consumers look for deals when they shop and 92% said they are always looking (Hawk Incentives)
  • 49% of consumers are making sacrifices and looking for deals to make ends meet (IRI)
  • 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)
  • 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)
  • 89% of consumers name price as a top factor affecting their purchasing decisions (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)
  • 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)
  • 65% of Gen Zers want to get a lot for their money with discounts, coupons and a rewards program (National Retail Federation)
  • 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
  • 79% of consumers look for deals in loyalty and reward programs before making a purchase (Hawk Incentives)
  • 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)
  • $3.1 billion was saved by consumers in 2017 thanks to coupons (NCH Marketing Services)
  • 42% of consumers save over $30/week using coupons; 30% save over $50/week (Valassis)
  • Over half of consumers use a coupon in at least one of every four purchases (RetailMeNot
  • 92% of consumers used a coupon on a purchase in 2016, compared to 93% the previous year (PRRI)
  • 87% of Millennials, 91% of Generation Xers and 96% of Baby Boomers used coupons in 2016 (PRRI)
  • 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)
  • 55% of consumers said they use both digital and paper coupons (Inmar)
  • 53% of consumers expressed a desire for all coupons to be digital (Inmar)
  • 63% of consumers would increase the amount of coupons used while shopping if the offers were available online (Inmar)
  • 53.2% of adults will use digital coupons this year, an increase of 3.3% over 2017 (Inmar)
  • 82% of consumers who rely on digital coupons while shopping redeem the offer within a week and 30% apply it less than 24 hours after receiving it (Inmar)
  • 43% of shoppers miss out on savings because they forget to redeem digital coupons at checkout (Inmar)
  • Digital coupon redemption is projected to rise by 94% by 2022, of which 80% of coupons could be redeemed on a mobile device, and chatbot coupon volume will rise from 25 million to 1.1 billion (Juniper Research)
  • 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)
  • 34% of consumers look for online coupons on a weekly basis, and another 40% do so with print coupons (YouGov)
  • 80% of millennials said they used coupon codes when shopping online (CouponFollow)
  • 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)
  • 79% of consumers say they normally use paper coupons (AYTM Market Research)
  • 30% of coupon users have increased their use of paper coupons (Valassis)
  • 88% of all consumers and 91% of millennials use paper coupons (Valassis)
  • 35.9% of consumers look through printed materials when deal-seeking (RetailMeNot
  • Shoppers 18 to 25 years old use paper coupons twice as much as other methods (CreditCards.com
  • 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)
  • 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)
  • 52% of the adult population will use digital coupons in 2017 (eMarketer)
  • Digital coupon usage will grow just 3.8% in 2017 (eMarketer)
  • 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
  • 87% of all consumers use print coupons they receive in the mail (Valassis)
  • 44% of consumers prefer to receive their coupons through 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)
  • 94% of millennials are using coupons in 2017 – up from 88% in 2016 (Valassis) 
  • 46% of Millennials, 63% of Generation Xers and 70% of Baby Boomers used paper coupons in 2016 (PRRI)
  • 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)
  • 37% of consumers printed a digital offer, up from 20% in 2015 (Valassis)
  • 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 Millennials, 39% of Generation Xers and 32% of Baby Boomers used online coupons in 2016 (PRRI)
  • 62% of consumers print online coupons (PRRI)
  • 22% of millennials said offers and promotions on social media compel them to visit a website, compared to 29% of Gen X and 38% of baby boomers (Visual Objects)
  • 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)
  • 45.1% of Millennials use coupons (CCG Catalyst)
  • 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)
  • 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)
  • 41% of millennials have increasingly gone to the Internet to find coupons compared to 29% of all consumers (Valassis)
  • 55% of consumers spend more than 2 hours each week looking for coupons, deals and savings. (Valassis)
  • 58% of consumers prefer to receive discounts, promotions and coupons via email, 20% via print sources, and 10% via text message (PWC)
  • 58% of top retailers personalize content and offers based on browsing behaviors (Aptos)
  • 47% of global consumers indicated it would be awesome to receive real-time offers based on what they’ve been browsing online (Oracle)
  • 75% of consumers believe that personalized offers from retailers are different than relevant offers (Oracle)
  • 83% of shoppers prefer in-store promotions, 81% like steep discounts and 55% like personalized offers (Precima)
  • 61% of online shoppers chose receiving surprise perks and discounts as their preferred personalized experience (SAP Hybris)
  • 76% of customers felt that receiving personalized discount offers based on their purchase history was important (LoyaltyOne)
  • 50% of consumers said they would be attracted to personalized offers based on loyalty data, purchase data, or real-time browsing data (Oracle)
  • 53% of retailers extend specialized offers to encourage customers to identify themselves with personal information, 34% entice others with product incentives, 32% with maintenance of purchase history for ease of returns/exchanges, 32% with more personalized service and 29% with credit towards future purchases (BRP)
  • 56% of merchants will offer personalized promotions to enhance the customer experience, 50% will offer personalized rewards, 25% will offer preferred/first access to new products and 19% offer a personal shopper (BRP)
  • One-third of click-and-collect and digital coupon users said they buy more, while 39% of subscription service users said the same (WSL)
  • 65% of consumers would spend more than originally planned to secure a discount (RetailMeNot)
  • 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)
  • 25% of consumers say their in-store shopping experience would be made better by real-time, personalized offers (PWC)
  • 57% of shoppers say online promotions are important (DXC Technology)
  • Experiences that are most likely to motivate in-store buyers worldwide to return to the store are: buying the item on promotion as advertised (48%) and receiving promotions relevant to me, based on my shopping behavior and history (26%) (Planet Retail RNG)
  • 81% of online consumers want promotions targeted to their product preferences (Qubit)
  • 12% of online shoppers choose their favorite retailer because of personalized offers/marketing (PWC)
  • 73% of high earners bought something with a promotion in 2015 (RetailMeNot)
  • 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)
  • 71% of US internet users’ purchase decisions were influenced by coupons and discounts (CMO Council)
  • 77% of shoppers say discounts can influence where they shop, and 48% say they can speed up the decision-making process (RetailMeNot)
  • Two-thirds of shoppers will either not shop without a discount or will look for discounts before they begin shopping (RetailMeNot)
  • 55% of shoppers have abandoned shopping carts because the cost was too high and 32% say they have abandoned a shopping cart online because they found a discount with a different retailer (RetailMeNot)
  • 71% of shoppers want one savings destination for all of their discounts or offers (RetailMeNot)
  • 44% of shoppers want brands to personalize coupons based on location. (Episerver)
  • 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)
  • 75% of consumers actively earn and redeem rewards in just three or fewer programs (Kobie)
  • 28% of millennials consider convenience when deciding whether to join a loyalty program and 78% look for discounts (Kobie)
  • 86% of shoppers said they’ve joined a loyalty program to collect points for rewards (Kobie)
  • 70% of consumers report member-only discounts and offers is the key benefit of loyalty/reward programs (PWC)
  • When it comes to loyalty programs, 82% of consumers prefer discounts and offers, 77% free products and 66% free services (HelloWorld)
  • 65% of consumers said a great offer is more important to them than customer service and 48% would avoid brands that don’t offer discounts (RetailMeNot)
  • 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)
  • 73% of customers say the best promotions are the ones that have discounted fuel with in-store purchases (Coca-Cola)
  • About 50% of all millennials say limited time offers are very enticing and something that they are on the lookout for (Coca-Cola)
  • 127.5 million Americans will use digital coupons in 2016, a growth rate of 5.2% (eMarketer)
  • Overall paperless coupon distribution has grown 373% over the last four years (Inmar
  • 30.6% of female internet users often use discounts and coupons for day-to-day shopping, compared to 16.8% of males (CreditCards.com
  • 49% of consumers will gladly switch brands for a coupon (GfK)
  • 80% of shoppers would switch stores or brands when offered a compelling promotion (Market Track)
  • 53% of adults living in high-income households (earning $200,000 a year or more) are willing to switch brands for the sake of using a coupon (GfK)
  • 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)
  • 78% of consumers are influenced to buy a brand they wouldn’t typically buy due to a coupon (Valassis)
  • 63% of shoppers said they could not find coupons for the products they wanted to buy (Inmar
  • 32% of consumer report using online coupons or coupon codes more often in the past year (Valassis)
  • 83% of shoppers have made an unplanned purchase based on a promotion/coupon (Market Track
  • 94% of American women say they rarely buy clothing without some discount attached (ThredUP)
  • 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)
  • 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)
  • 90% of affluent shoppers use coupons (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)
  • 53% of Americans, including 62% of Millennials, say saving money will be on their list of New Year’s resolutions (Varo Money)
  • 76% of affluent shoppers only buy a product if they have a coupon compared to 72% of all consumers (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)
  • 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)
  • 74% of consumers choose a store based on a strong loyalty or discount program (IRI)
  • 86% of affluent shoppers are influenced by coupons to try new products, 80% are influenced to choose brands they would not typically buy (Valassis)
  • 36% of small businesses plan on using coupons to market their business in 2016 (Belly)
  • 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)
  • 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)
  • Nearly 70% of all consumer packaged goods coupon focusing on items like over-the-counter health products and household products (NCH Marketing Services)
  • Consumers are most interested in exchanging their data for automatic credits for coupons and loyalty points (64%) and access to exclusive deals (60%), followed by the ability to gain points and rewards (56%) and special offers for items that interest them (53%) (Accenture)
  • 43% of consumers agreed that they would exchange personal data with companies to save money through personalized promotions, discounts or deals ([24]7)
  • 58% of restaurant guests would exchange personal details for personalized promotions (Oracle Hospitality)
  • 69% of hotel guests think personalized offers based on their stated preferences are appealing (Oracle Hospitality)
  • 65% of hotel guests think personalized offers based on purchase history are appealing (Oracle Hospitality)
  • 55% of hotel guests would exchange personal details in exchange for a personalized offer or promotion (Oracle Hospitality)
  • 61% of consumers who don’t mind handing out personal data expect discounts and other special offers in return (Retail Dive)
  • 52% of Americans said they would let a retailer know their purchase history in exchange for coupons or other promotional discounts (Euclid)
  • 60% of men willing to share their data say they want discounts and special offers and 66% of women want discounts (Retail Dive)
  • 54% of consumers would share personal information with retailers to receive personalized offers, up from 51% in 2015 and 33% in 2014 (Accenture)
  • 45% of consumers would fill out an online form to receive a coupon (Valassis)
  • 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)
  • 44% of orders in 2016 were sold on a promotion (DynamicAction)
  • 77% of women would use mailed coupons during the holiday season, compared to 65% of men. (Epsilon
  • 14% of consumers are reviewing printed circulars for coupons three to four times a week (MarketForce)
  • 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)
  • 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)
  • 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)
  • 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)
  • 86% of all consumers use coupons to plan their shopping lists (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)
  • 77% of all consumers select their stores based on where they can use paper coupons (Valassis)
  • 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)
  • The value of free standing insert (FSI) coupons increased 3.7% in 2015 to $515 billion (Kantar Media
  • 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)
  • 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)
  • 90% of retail email campaigns during the 2015 holiday season included an offer (Experian
  • 23% of consumers would do “pretty much anything” for a coupon  (Valassis)
  • 80% of participants signed up for email offers specifically to receive discounts (PRRI)
  • 70% of consumers would sign up for a newsletter to receive a coupon  (Valassis)
  • 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
  • 41% of respondents said they "always" or "often" forget to bring paper coupons to the store (Urban Airship)
  • 48% of respondents said they "always" or "often" let coupons for products they're interested in expire or go unused (Urban Airship)
  • 80% of consumers feel encouraged to make a first-time purchase with a brand that is new to them if they found an offer or discount (RetailMeNot)
  • 94% of consumers said they search for special offers when shopping online and 48% said they search for deals before they start shopping and often decide what to buy based on the offers they find (RetailMeNot)
  • 67% of consumers have made a purchase they weren’t originally planning on because they found a coupon or discount (RetailMeNot)
  • 79% of brand loyal consumers are influenced to buy a brand they typically wouldn’t purchase due to coupon influence (Valassis)
  • 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
  • 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
  • 68% of consumers always use deals, promotions and coupons, and the rest do sometimes (Blackhawk Engagement
  • 54% of consumers use coupons to save on basic necessities (Valassis)
  • 75% of consumers print coupons from the internet before going to a store, 85% of Hispanic consumers (Valassis)
  • 83% of consumers find coupons in print sources before going to a store, 88% of Hispanic consumers (Valassis)
  • 68% of consumers download paperless coupons onto a store ID/loyalty card before going to a store,  81% of Hispanic consumers (Valassis)
  • 56% of those looking for deals feel they are overcharged to begin with if the manufacturer offers a coupon (GfK) 
  • 60% of shoppers are influenced by coupons for grocery purchases (NCH Marketing Services)
  • 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)
  • Consumers ranked the following personalized experiences as the most motivating to do business with a travel and leisure brand: providing offers or coupons based on consumer’s physical location (35%); home page automatically shows best fares/hotel deals in frequently-travelled cities (32%); providing offers or coupons based on past trips or preferences consumer set (28%) (Epsilon)
  • 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
  • Consumers ranked the following personalized experiences as the most motivating to do business with a grocery/drug store: providing offers or coupons based on consumer’s physical location (29%); providing offers or coupons based on past purchases or preferences consumer set (29%) (Epsilon)
  • 58% of consumers would shop for groceries online if they could use more coupons (Valassis)
  • 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)
  • 76% of retailers plan to increase the amount of promotions they are offering in 2018 (RetailMeNot)
  • 86% of retailers will partner with websites and apps that focus on deals, cash back and loyalty programs in 2018 (RetailMeNot)
  • 35% of U.S. retailers believe their company has a strategy in place to manage prices and promotions effectively across all channels (Precima)
  • 51% of U.S. retailers plan to provide offers/discounts exclusively for mobile app users in 2018 to positively affect sales growth (RetailMeNot)
  • 72% of Baby Boomers would shop online more if it were easier to use coupons (PRRI)
  • 93% of consumers agreed they’d choose to shop with an online retailer again if offered good discounts (RetailMeNot)
  • 53% of consumers always look for sales or promos before buying online, nearly 70% said they couldn’t complete a purchase without first searching for a deal and 88% will try a new retailer or brand because they’ve found an offer (RetailMeNot)
  • 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)
  • 87% of consumers said they look for deals when they’re shopping for holiday gifts, and 71% said price is the biggest determining factor in the gifts they purchase (RetailMeNot)
  • 51% of consumers said their top factor for why they purchase at a certain retailer is whether the retailer offers the best sales and offers throughout the holiday season (RetailMeNot)
  • For 95% of retailers, deals and discounts do more to drive sales during the holidays vs. other times of the year (RetailMeNot)
  • 58% of retailers say that deals and discounts are more effective than traditional marketing messages in reaching holiday shoppers, with half reporting that savings websites and apps are the most effective way to increase revenue during the holiday season (RetailMeNot)
  • 81% of retailers will offer more deals this holiday season than they did last year and 71% plan deeper discounts (RetailMeNot)
  • 8% of retail CMOs plan to use generic mobile coupons in their holiday marketing plans, compared to 34% in 2015 (BDO)
  • 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)
  • 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)
  • 59% of customers choose a restaurant because of a competitive price/promotion (Oracle Hospitality)
  • 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)
  • 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)
  • 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)
  • 68% of Americans say exclusive offers are more important than traditional coupons that are available to everyone (Kelton)
  • 94% of Americans would take advantage of an exclusive offer provided by a brand that the brand would not typically offer the general public (Kelton)
  • 47% of consumers say receiving an exclusive offer would make them feel excited, rewarded (54%), special (36%), honored (34%), recognized (33%), proud (27%), chosen (24%), smart (21%), deserving (18%), justified (11%) and superior (10%) (Kelton)
  • More women than men would feel excited (51% vs. 42%) or special (40% vs. 31%) if they were to receive an exclusive offer (Kelton)
  • 58% of consumers who would use an exclusive offer say it would increase their likelihood to purchase while 48% say the offer would speed up a purchasing decision and 40% said it would increase how much they originally planned to spend (Kelton)
  • How consumers would use an exclusive offer provided to them by a brand: make a purchase sooner than normal (48%), more likely to seek out something to buy in order to use the offer (41%), treat themselves to something they want but don’t need (38%), more likely to purchase more items than normal (37%), save the offer to make a purchase for a special date (30%), purchase a more expensive product than intended (28%) and spend more than normal (25%) (Kelton)
  • 82% of Americans say being provided an exclusive offer would increase how often they shopped with a brand (Kelton)
  • 91% of Americans would share an exclusive offer with their friends and family (Kelton)
  • Offers consumers are most interested in using are: one-time 25% off your purchase (33%), 10% off every purchase (23%), free shipping (20%), free gift ($5 value) for coming into their store (10%), early access to sales (5%), upgraded loyalty status (4%) and personal shopper ($%) (Kelton)
  • More Boomers (44%) and Gen Xers (34%) than millennials (18%) say their top choice for an exclusive offer would be 25% off a one-time purchase (Kelton)
  • More Millennials than Gen Xers (24% vs. 17%) would choose free shipping as their top choice for an exclusive offer (Kelton)
  • 40% of consumers would prefer to opt-in to a promotion or exclusive offer than have brands use information they willingly provide on social media (13%) or their activity on a brand’s website (17%) to determine whether they should receive the offer (Kelton)
  • More women than men (44% vs. 35%) would most prefer to be identified for an exclusive offer by opting-in through an online form on a brand’s website (Kelton)
  • 92% of Americans would be concerned with some part of the process around being verified for an exclusive offer (Kelton)
  • 83% of Americans have concerns with the types of data that would be collected for eligibility to an offer (Kelton)
  • Concerns Americans have about being verified for an exclusive offer: Sharing personal information (62%), the people who might gain access to personal information (59%), brands using/sharing personal  information without consent (56%), security measures taken by those verifying personal information to make sure it remains safe (51%), someone else falsely using personal information for the exclusive offer (41%) (Kelton)
  • How willing Americans would be to share the following pieces of personal information to secure an exclusive offer: email address (37%), full name (36%), date of birth (27%), physical address (24%), phone number (20%), credit card info (8%) and social security number (7%) (Kelton)
  • Fewer boomers than millennials are extremely willing to share their social security information (1% vs. 14%), credit card information (3% vs. 14%), or mobile phone number (12% vs. 27%) to be verified for an exclusive offer (Kelton)
  • 63% of Americans say knowing a brand wouldn’t share the personal information needed to redeem an exclusive offer is extremely important to them (Kelton)
  • 57% of Americans would rather be verified for an exclusive offer by an independent third-party than a brand’s customer service representative (Kelton)
  • Tactics consumers use to wrongfully redeem an exclusive offer: used a code/link to an exclusive offer that a friend forwarded (49%), used someone else’s information that would apply (25%), used someone else’s date of birth (23%), used someone else’s name (21%), said they belonged to an organization they didn’t (20%), gave a false college/university name (18%) and said they were employed somewhere they were not (17%) (Kelton)
  • 35% of consumers who have redeemed an exclusive offer admit they’ve done so when they knew they really didn’t qualify (Kelton)
  • Millennials are twice as likely as Gen X (48% vs. 23%) to have wrongfully redeemed an exclusive offer not meant for them, and nearly seven times as likely as boomers (7%) (Kelton)
  • 19% of Americans say knowing a brand allowed customers to wrongfully use exclusive offers would negatively impact how they interacted with the brand (Kelton)
  • More men than women (30% vs. 13%) who say wrongful redemption would negatively impact their interactions with a brand would make disparaging online posts about the brand (Kelton)
  • If consumers learned a brand was allowing customers to redeem exclusive offers who didn’t qualify they would lose trust in the brand (80%), shop with the brand less often (53%), recommend friends or family not use that brand (33%), make organizations/groups associated with the exclusive offer aware of what is happening (29%), reach out to their customer service team to try and stop it (26%), leave negative online reviews about the brand (18%), and make negative posts on social media about the brand (10%) (Kelton)
  • 51% of Americans who should be eligible for an exclusive offer would prefer receiving one over a loyalty program accessible to anyone (Kelton)
  • More consumers who should be able to redeem an exclusive offer than those who shouldn’t (89% vs. 80%) say an exclusive offer would make them likely to shop with a brand (Kelton)
  • Consumers who are eligible for exclusive offers are just as likely to shop with a brand because of the offer as they would be for a brand’s great customer service (89% vs. 92%) (Kelton)
  • More exclusive offer-eligible Americans than those who aren’t eligible (87% vs. 77%) say they’d shop with a brand more often if they were to be given the exclusive deal (Kelton)
  • More consumers who are eligible for an exclusive offer than non-eligible (36% vs. 29%) say they’d feel recognized if they received the exclusive offer (Kelton)
  • 83% of offer-eligible Americans who say wrongful redemption would have a negative impact would lose trust in a brand, while many would shop elsewhere (53%) or persuade their friends and family to do so (37%) (Kelton)

mobile coupons

Mobile Coupon Statistics

  • The Global Mobile Coupons Industry is estimated to grow at a CAGR more than 56.5% by 2025 (Orian Research)
  • More than six in ten U.S. smartphone users said they subscribe to mobile messages for deals and 55% said they do so for loyalty reward points (Vibes)
  • Promotions are the #1 driver for consumers to use their mobile wallet (Vibes)
  • 61% of consumers subscribe to mobile messaging because of incentives or coupons, combined with 55% who subscribe because of loyalty rewards points (Vibes)
  • 33% of U.S. smartphone owners unsubscribe to mobile messages because the deals and promotions they were getting weren’t good enough and 44% said they information wasn’t relevant to them (Vibes)
  • 64% of consumers download a bank brand app for promotions and exclusive deals or products (WillowTree)
  • 38% of companies said they currently give customers personalized offers or promotions via their mobile app and 48% engage with customers via email during the pre-purchase phase (LoyaltyOne)
  • 32% of consumers prefer to receive their coupons through via smart phone (Valassis)
  • 36% of coupon users have increased their use of paperless coupons in 2017 (Valassis)
  • Discounts received via smartphone or other mobile devices influence where 67% of consumers decide to shop (Valassis)
  • 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)
  • Coupon app use has increased 42% from 2016, and in-store shopping rewards app use has increased 34% (Valassis)
  • 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)
  • 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)
  • 51% of shoppers make a purchase based on a mobile notification in store (Valassis)
  • 81% of consumers will utilize their mobile devices while in-store shopping for merchandise and 39% among those will download digital coupons (ICSC)
  • 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)
  • 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)
  • 44% of global shoppers use their mobile device to check for coupons or deals, 32% of North American shoppers (Nielsen)
  • 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)
  • 31% of consumers have accessed a coupon/promotional code via their mobile/smart phone while in store, 20% of Millennials (PWC)
  • 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
  • 33% of Millennials, 25% of Generation Xers and 17% of Baby Boomers used mobile coupons in 2016 (PRRI)
  • 90% of mobile device users have at least one subscription to access coupons, promotions and special discounts (CTA)
  • 55% of smartphone shoppers used a mobile coupon on their phone in Q4 2015 (Nielsen)
  • 39% of customers spend more if they receive a personalized mobile coupon (Koupon
  • 42% of mobile users have used a mobile coupon (Koupon
  • More than nine in ten mobile coupon users will redeem a coupon or code via their mobile device for online or offline shopping in 2017 (eMarketer
  • 50% of affluent shoppers (household incomes of $100k+) use mobile device to help save money (Valassis)
  • 34% of shoppers use mobile coupons/promotional codes (PWC
  • 36% of consumers would like to receive mobile coupons based on their current location (GfK)
  • 57% of consumers would visit a store, restaurant or business after getting a mobile offer when near the location (Valassis)
  • 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)
  • 56% of consumers visited a brick-and-mortar store after receiving a deal or offer on their mobile device when near a store (PRRI)
  • 45% would like to receive in-store coupons from their favorite brands (Scanbuy
  • Mobile coupon use was up 18% in 2015 for a total of 92.6 million consumers (Koupon
  • 65% of convenience store shoppers who use mobile coupons redeem offers within five minutes (Koupon
  • By 2017, 48% of US companies with 100 employees or more will distribute mobile coupons (eMarketer
  • 57% of retailers offer mobile coupons (PointSource)
  • 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)
  • 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)
  • 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
  • 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)
  • 32% of consumers have used a deal that they found online or on their mobile device at a restaurant in the past three months (RetailMeNot)
  • 19% consumers will use their smartphones to search for online deals while in a restaurant (RetailMeNot)
  • 46% of diners who earn $150,000 or more per year have used an online or mobile coupon at a restaurant in the past three months (RetailMeNot)
  • 26% of adults living in high-income households (earning $200,000 a year or more) uses mobile coupons when shopping for food (GfK)
  • There will be 1.5 billion mobile coupon users by 2019 (Juniper
  • 59.2 million adult smartphone users in the US used their phones to redeem a mobile coupon for online or offline shopping in 2014 (eMarketer
  • 42% of millennial mothers look for grocery coupons and deals via smartphone (AOL)
  • 12% of brand marketers would use mobile loyalty to deliver offers and coupons (3Cinteractive)
  • 17% of consumers say irrelevant offers prevent them from joining a loyalty program (3Cinteractive)
  • There were 560 million mobile coupon users in 2014 (Juniper
  • 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) 
  • 55% of customers find mobile apps more useful than the store for finding promotions (Capgemini)
  • 60% of customers would adopt mobile payments if offered coupons (Koupon
  • 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)
  • 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)
  • 94% of mobile wallet users are likely to save personalised offers and coupons (Vibes
  • 37% offer their promotions year-round on mobile devices (SheerID)
  • 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) 
  • QR code coupons redeemed via mobile will reach 5.3 billion by 2022 (Juniper Research)
  • 1 billion mobile devices will access coupons through QR codes by 2022 (Juniper Research)
  • Mobile coupons have a 10% redemption rate, compared to 1% or less for traditional coupons (Juniper
  • 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
  • More than 40% of consumers search for coupons using a mobile app (RetailMeNot
  • 49% of digital coupons discovered on smartphones are ultimately used in-store to make a purchase, a 22% increase from 2014 (RetailMeNot
  • 60% of mobile coupon users say they will “gladly switch brands to use a coupon" (GfK)
  • 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)
  • 60% of mobile coupon users only use coupons for those brands they usually buy (GfK)
  • 56% of Millennial parents use at least one grocery-related app and manage their busy lives with a variety of mobile apps to find in-store items, coupons, sales recipes or product review (FMI)
  • The number one goal for 78% of mobile grocery shoppers using mobile coupons is to save as much money as possible (GfK)
  • 33% US adults agrees completely or somewhat with the statement “I rely on mobile coupons while food shopping" (GfK
  • 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)
  • 63% of shoppers who use mobile devices in-store look for competitors’ coupons and prices (Connexity
  • 88% of 2015 holiday text messages from retailers included an offer (Experian
  • 61% of shoppers use a smart phone to save on purchases, 87% of parents (Valassis)
  • 29% of consumers increased their shopping at stores because they offer/accept paperless coupons, 45% of Hispanic consumers (Valassis)
  • 67% of consumers decide which store to shop based on paperless discounts via mobile device or loyalty card, 81% of Hispanic consumers (Valassis)
  • 53% of Millennials with children get coupons or deals on their smartphones (Valassis
  • 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)
  • 15% of brand marketers would leverage proximity notifications with offers via mobile loyalty (3Cinteractive)
  • 58% of beauty shoppers are interested in mobile apps that provide offers to redeem in-store (Mintel
  • 22% of beauty shoppers are influenced by a sale or the opportunity to use a coupon (Mintel

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Coupons and Social Media

  • 37% of shoppers receive promotional offers via social media (PWC
  • 23% of Gen Z’ers prefer interacting via social media to receive offers, incentives and sales notifications (American Express)
  • 54% of consumers would like a page on Facebook for a coupon (Valassis)
  • 14% of consumers looked for deals through social media more over the last year (Valassis)
  • 26% of consumers only “liked” a brand on Facebook for a one-time offer, then “unliked” them immediately after (Bridge Ratings)
  • 24% of consumers “unliked” a brand on Facebook because they didn’t offer enough deals (Bridge Ratings)
  • 90% of millennials share deals, 43% through social media (Valassis)  
  • 68.6% of students are “very likely” to tell others when a brand offers student discounts (ID.me
  • 44% of consumers say receiving promotional offerings via social media has influenced their online shopping behavior (PWC)
  • 3% of consumers prefer to receive discounts, promotions and coupons via social media over other sources (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)
customer appreciation

Topics: coupon statistics, coupon stats

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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