Coupons have continued to evolve since their creation over 120 years ago, and their popularity hasn’t slowed. From newspaper cutouts to apps and browser extensions, coupons have changed the ways consumers shop and retailers market their products.

Coupons are more relevant than ever as people shop online for the best deals, and they’re much more inclusive than just grocery discounts. Small creators can easily convert sales with free shipping deals and 20% off discounts, and they can share these on sites across the web to attract customers. Consumers are also an internet search away from a great deal, and can compare prices anytime and anywhere from their phones.

With growing access to and awareness of paper and digital coupons, they’re not going anywhere anytime soon. Check out our 44 coupon statistics to learn more about consumer behavior and how the industry’s evolving.

Top Coupon Statistics

Billions of dollars worth of coupons are sent out each year, offering American families a massive opportunity to cut costs. It’s no wonder a majority of Americans are happy to clip coupons and scour the web for deals. Here are a few of the ways consumers are looking to save:

  • 1.715 billion coupons were redeemed in 2018, totaling $2.7 billion in value.

  • 88% of Americans used coupons in 2020—a 6% drop from 2019.

  • 72% of shoppers believe they save the most money with coupons and discounts.

  • 65% of consumers regularly plan what to buy based on available coupons and discounts.

  • 58% of consumers wish coupons were easier to use and 53% wish digital coupons were good across stores.

  • Only 25% of distributed coupons are for food items, but 49% of redeemed coupons are for food items.

  • Kroger has the highest coupon redemption rate, distributing 1.6 billion coupons yearly.

Who’s Using Coupons

Couponing isn’t just for moms. Americans across generations are using paper and paperless coupons to secure the best prices on their favorite products in-store and online.

  • Millennials are the most likely to shop with coupons, with 80% using paper and paperless coupons. Fewer than 55% of Baby Boomers use coupons at all.

  • Millennial parents are looking to save the most, with 81% reporting increased savings habits because of COVID-19.

  • Millennials are the most likely to compare prices online and in advertisements and use these savings to choose where they shop.

  • Over two-thirds of Millennials and Gen Z shoppers use their phones to compare prices and find coupons while shopping in-store.

  • Just 25% of baby boomers would shop online to use more coupons.

The Rise of Mobile Coupons

Retailers are taking advantage of the fact that we keep our phones charged, connected, and on our person. Most of the largest grocers have unveiled apps loaded with coupons and features like online ordering. Those who haven’t still reach consumers on-the-go with emails and texts.

  • Over 69% of Gen Z and Millennial shoppers use their phones to compare prices while in-store.

  • 67% of consumers have downloaded a retailer’s app, each person using an average of 4 apps.

  • Mobile sales are projected to make up 54% of all e-commerce sales in 2021.

  • 51% of shoppers download paperless discounts while shopping in-store.

  • 37% of shoppers believe e-coupons are the greatest benefit of smartphones to grocers.

  • Mobile shopping made up 51% of holiday retail traffic in 2018.

  • 26% of consumers use a store’s mobile app to look for deals.

Where Shoppers Find Coupons

For over a century American consumers have received their coupons through the mail and Sunday paper. These paper coupons are still some of the most popular ways to advertise discounts, but more consumers are enjoying the ability to search and vet coupons online.

  • 94% of distributed coupons are free-standing inserts.

  • 71% of consumers use paper coupons, and a majority of paper coupons are received in the mail.

  • 17% of shoppers use a browser extension to automatically find coupons.

  • 41% of consumers prefer mobile coupons that are sent through email, while 38% prefer text.

  • 68% of consumers search coupon sites to discover discounts.

How Coupons Influence Your Spending

Research has shown time and again that coupons are an excellent way to entice shoppers to try something new. With the growth of e-commerce, retailers have information on our shopping habits and preferences they use to offer personalized recommendations.

  • 60% of consumers agree that coupons have led them to try new products.

  • 69% of consumers feel smarter and more savings-savvy using coupons.

  • A coupon is the best way to influence 64% of shoppers to try a new product.

  • 54% of consumers admit they’ve made an impulse purchase because of a coupon.

  • Targeted discounts in site pop-ups recover 15% of lost sales.

  • 55% of consumers say coupons and discounts leave a positive impression of a retailer.

The Changing Coupon Industry

A majority of consumers have updated their shopping habits during the COVID-19 pandemic by redirecting their business online and tightening their budgets. At the same time, the coupon industry is getting better at learning consumer behavior and driving sales online.

  • 70% of consumers have increased their savings efforts since COVID-19 and plan to continue their new habits.

  • More consumers trust brands as 61% say they prefer to learn about new products directly from the brand.

  • 84% of shoppers say an exclusive offer would influence them to buy with a brand.

  • Influencer marketing is a growing opportunity to share promo codes with a $5.78 return on $1 investments.

  • Half of retailers who personalize promotions use previous purchases to do so, with 74% reporting increased sales.

  • Customization is key as 67% of consumers are highly in favor of personalized coupons.

While overall interest in coupons has dipped, they’re easier to access than ever. Consumers, retailers, small businesses, and global companies are moving online and adapting to shopping trends as they come. So clip and share your favorite deals knowing that couponing is only expected to grow.


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