You might think that if someone won
the lottery, it would put an end to their onerous task of coupon-clipping forever.
You'd be wrong -- at least according to Redplum, whose Fourth Annual Redplum Purse String Study reveals
that most shoppers would continue to use coupons even if they got lucky because "it's not just about the money; it's a way of life." The company, which is the consumer brand of Valassis, is a provider
"Overwhelmingly, 96% of the more than 23,300 respondents said that they would still use coupons if they struck it big in the lottery," said Redplum in a release. "This reflects the
value-oriented mindset that took root at the onset of the recession. This learned behavior was shared by shoppers whether their annual income was $20,000 or over $150,000."
Among the findings:
- 56% of 13- to-17-year-olds use coupons or coupon codes, according to their parents. Teens use them for clothing (25%), entertainment (19%) and beauty care/grooming
- 60% spend up to two hours a week looking for coupons, deals and savings from print sources and 31% spend three or more hours looking online. The latter reflects a 265%
increase from 2010.
- While 22% have downloaded a coupon to a mobile device, this is a 107% increase from 2010 findings. Those most likely to use a mobile device for couponing are
18-44, with children at home with a household income of $75,000 or more.
- 76% indicated that newspapers are their primary source for coupons and deals; 59% from e-mails and coupon
alerts, an astounding 29% increase from 2010; and 33% from Internet searches.
- Seventy-seven percent said they save $11 or more each week, compared to 67% in 2010. In addition,
there has been a 74% increase in the number who save more than $50 each week -- 23%.
According to the Purse String Study, grocery continues to be the No. 1 category for savings, with
92% indicating they are using coupons for those every day needs. In addition, 45% are using coupons for dining out; 38% for clothing; and 35% for cosmetics and beauty products.