General Facts About Coupons

1. 88.2 million consumers (47% of Internet users) plan on using online coupons in 2011
2. 92.5 million adult Internet users will use online coupons in 2012
3. 96.8 million adult Internet users will use online coupons in 2013
4. Every hour spent couponing in 2011 is worth an estimated $100
5. The average savings per coupon used was $1.44 in 2010
6. 74% of consumers search multiple coupon sources each week
7. 25% spend up to an hour shopping for the best online discount deals
8. 47% of respondents use more local deals and coupons than in 2010
9. Moms are roughly twice as likely to search for coupons online as other categories of women
10. 52% of coupon users spend more than 15 minutes per week searching for coupons
11. 25% of coupon users spend between 30 minutes and 60 minutes searching for coupons per week
12. $485 billion worth of coupons were distributed in 2010
13. 332 billion coupons were distributed in 2010, the most ever recorded in the U.S.
14. Consumers saved $3.7 billion using coupons in 2010
15. Distribution in 2010 exceeded 2009 by 6.8%, or 21 billion coupons
16. 87.7% of paper coupons were distributed in 2010 via newspaper inserts, for an increase of 19 billion coupons
17. Digital offers increased by 37% in 2010
18. The face value of coupons in 2010 increased 6.6%, to an average of $1.46 per coupon
19. 74% of coupons in 2010 required the purchase of one item and 26% the purchase of two or more items
20. The average coupon expired in 10.1 weeks in 2010, 10 days shorter than in 2009
21. Overall coupon redemption grew 3.1%, to 3.3 billion, in 2010
22. 78.3% of consumers reported using coupons regularly in 2010, up 14.7% from pre-recession levels
23. Consumer coupon use in 2010 added up to $3.7 billion in savings, an increase of $200 million over 2009

Coupon Users Based on Income Brackets

Redemption Growth for Different Coupon Types in 2009

• Internet - 263%
• Direct Mail - 69%
• Magazine Pop-up - 51%
• Instant Redeemable - 48%
• Electronic Checkout - 39%
• Free-standing Insert - 36%
• Digital Promotions - 31%
• Shelf Pad - 30%
• In Store Advertisement - 27%

How Manufacturers Coupons Work

Increasing Trends in Coupon Usage

Sources:

• http://www.fortune3.com/blog/2011/06/88-2-million-us-adults-redeem-online-coupons-2011/
• http://www.inmar.com/Pages/InmarDocument/Consumer-Use-of-Coupons-Holds-Steady-in-2010.aspx
• http://www.internetretailer.com/2011/04/19/consumers-search-high-and-low-online-coupons
• https://www.nchmarketing.com/ResourceCenter/
• http://www.couponinfonow.com/coupons/