• Convenience Store News, Friday, April 16, 2010 10:45 AM

Coupon redemption in supermarkets, which command 65% of the overall market, rose 20% last year, according to a new report from Nielsen, but that didn't come close to the soaring 71% rise at dollar/discount/variety stores. Mass merchandisers saw a 26% uptick, and the convenience channel saw redemptions grow by 12%.

Nielsen identifies coupon "enthusiasts" as driving a disproportionate amount of sales and sales growth. More than half of larger households (3 or more members) are "enthusiasts," while older users (age 65 and older) are also important "heavier" and "super" coupon users. "Manufacturers and retailers would do well to target enthusiasts as their shopping behavior and demographics make them extremely appealing," it says.

In January, Marketing Daily's Sarah Mahoney reported that American consumers redeemed a 3.3 billion coupons last year -- a 27% jump from 2.6 billion in 2008, according to transaction settlement provider Inmar.

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