Coupons Remain Popular, Digital Searches Up

couponsAmid continuing economic uncertainty, the total value of savings associated with coupon redemptions increased 12.2% to $4.6 billion in 2011, according to the U.S. Consumer Packaged Goods Coupon Facts Report, released by NCH Marketing Services, which is owned by Valassis.

Overall, CPG marketers distributed some 305 billion coupons in 2011, up 8.1% over 282 billion coupons distributed in 2010 -- both record-setting years for coupon distribution.

NCH’s annual consumer survey found that 80.6% of respondents said they use coupons regularly, up 17% from pre- recession levels; over a third of respondents said they used coupons more in 2011 than in 2010. And a remarkable 91% of respondents said they plan their shopping list with coupons before going to the store. 



In terms of category growth, the biggest increase in coupon distribution came in the health and beauty care products, while the grocery segment actually saw the volume of coupons distributed fall. Twenty-seven percent of coupons distributed in 2011 required multiple purchases, up from 25% in 2010, and the average face value was $1.54 -- even with 2010.

As might be expected, digital coupons are one of the fastest-growing categories, with 64% of consumers saying they regularly search the Internet for coupon savings on CPG products in 2011 -- up 13.5% from 2010. However, the total volume of digital coupons is still just 1% of all coupons distributed in the U.S.; 89.4% of all coupons were distributed in free-standing insert coupon booklets.

3 comments about "Coupons Remain Popular, Digital Searches Up".
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  1. John Daskalis from, January 30, 2012 at 3:27 p.m.

    I work at an online coupon website. We saw a substatial hike in our Q4 traffic in 2011 over 2010.
    Also, based on feedback we received while at the Linkshare Symposium, We were told that the online coupon industry will continue to grow and outpace instore sales in 2012.

  2. Promoaid Llc from PromoAid, February 1, 2012 at 11:16 a.m.

    Couponing has always been popular with consumers. And with digital couponing, efficiency increases in terms of how consumers search, find and redeem coupons. The statistics above clearly demonstrate that.

    But there are a myriad ways marketers can launch couponing campaigns, and a ton of media by which to do it. The key is to ensure that they are implemented properly. One way to do this is to hire an external partner who specializes to create an offer that is engaging and competitive.

  3. Andre Reid from DealOyster, March 5, 2013 at 8:46 a.m.

    Merchant uptake of the coupon channel continues to be strong in 2013. 80% of our affiliated merchants with coupon campaigns running 3+ months have partnered with a new affiliate network for greater reach and volume. Additionally, new e-commerce stores testing coupons has increased representation this year. is an online coupons website.

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