These aren't your grandmother's coupons
 | A recently released report titled "The Coupon Comeback" gives in-depth statistics about who loves to use discount coupons and why. Some highlights out of this report include:
2 for 1 It all began with the “Great Recession” of '09, which changed the way most people think about shopping and money and, in a way, ushered in a new trend for the discount coupon. In the past few years, reports show that coupon redemptions have shot up by 27% as smart consumers look for ways to slash costs and get more bang for their money. In fact, 2009 saw “the next to the highest year-over-year growth" ever seen. Coupon lovers - the most passionate users - account for 65% of coupon related buys. This drove a massive amount of growth and sales - with coupon users making 1.7 more trips than non-users and buying more (a rate 1.8 times greater annually). While some might believe that coupon clippers are just interested in a great deal, these bits of information show true benefits to businesses deploying coupons in their promotional mix. 2 for 1 With the amazing value offered by coupons, one could also think that the lowest income households would be among the heaviest users. Not true! In reality, more rich households dominate coupon use: 38% of “super heavy” users and 41% of “enthusiasts” come from households with incomes higher than $70,000. Households with income of $100,000 and more were the largest drivers of coupon growth in 2009. The enthusiast category also attracted a large number of households with incomes between $52,000 and $72,000. When the economy gets stronger, will buyers continue this coupon binge? With the economic recovery creeping along and with so very little employment growth, it seems a fairly safe bet to expect coupon use to carry on to go up. As long as shoppers feel unsure about their finances or lack confident about their employment prospects, they will keep looking for ways to save and get the most for their money. In addition to expanding the appeal of coupons in general, manufacturers and retailers would do well to target coupon users 2 for 1 |
