It's no surprise coupon use is on the rise. Coupons are one of several economically-focused promotional tools stores and manufacturers can use to get shoppers in the door and spending, despite these uncertain economic times.
Coupon clippers are shopping at a variety of retailers, including mass grocers like SuperTarget; traditional supermarkets, including Kroger’s; and warehouse clubs, such as Sam’s Club.
Consumers that clip coupons tend to spend more money on groceries each week: $114 compared to the national average of $110. They also are more likely than the average household to buy a wider variety of grocery products.
Here are the top 22 coupon trends for 2009-2010.
1. Over 158 billion coupons were distributed in the last half of 2009.
2. Coupons distributed in the first half of 2009 increased 12 percent while the number of coupons redeemed increased 19 percent,
3. Marketers have progressively increased coupon distribution by 23 percent over the last five quarters.
4. 29 percent of consumers reported spending more on groceries in the past year, while 28 percent reported spending less.
5. In early 2009, consumers spent an average of $98.40 per week on groceries.
6. Internet coupon usage is growing, but consumers still prefer clipping coupons from the Sunday newspaper compared to printing them online.
7. 11 percent of households download coupons from the Internet, an 83-percent increase since 2005.
8. The Sunday newspaper is still tops for coupons, where 53 percent of people get their discounts.
9. Mail is the second most-popular source for coupons, used by 35 percent of people; followed by in-store coupons at 33 percent; and loyalty cards and in-store circulars tied at 22 percent.
10. Less popular coupon spots include weekday newspapers and product packages, both at 17 percent, and magazines at 15 percent.
11. To promote faster sales, marketers have shortened coupon expiration periods or the length of time during which a consumer can redeem a coupon.
12. 75 percent of coupons users say the coupons had at least some influence on their decision to purchase a new product.
13. Consumers make an average of two trips per week to the supermarket or grocery store.
14. 68 percent of U.S. households used a coupon in the first six months of 2009.
15. 81 percent of all products purchased with a coupon in the first six months of 2009 were bought by 19 percent of all households.
16. 48 percent of all products purchased with a coupon in the first six months of 2009 were dry grocery products.
17. As grocery spending shifts to non-traditional outlets, grocery coupon redemption has followed. One negative effect of this shift is that consumers tend to associate coupons with conventional supermarkets and may not think of using coupons in non-traditional locations.
18. Consumers who use fewer coupons spend more per shopping trip.
19. Affluent households tend to be heavier coupon users.
20. Large households tend to use more coupons.
21. White households are more likely to be heavier coupon users.
22. Hispanic coupon users are less likely to be heavy coupon users.
NCH Marketing Services
Inmar Database's 2009 Consumer Study
Nielsen’s “Manufacturer Coupon Sourcing” study
FMI’s “2009 U.S. Grocery Shopper Trends”