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
Who’s Using Coupons
Digital Coupon Trends
The Rise of Mobile Coupons
Where Shoppers Find Coupons
How Coupons Influence Spending
The Changing Coupon Industry
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.
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.
Digital coupon program enrollment has increased by 93% year-over-year for top grocers.
70% of Americans have searched for coupons on store websites.
52% of consumers used coupon websites to find deals during the COVID-19 pandemic.
Emails with coupon offers increase sales revenue by 48% per email.
Digital coupon redemptions are projected to reach $91 billion by 2022.
73% of American consumers use paperless coupons.
68% of consumers believe digital coupons build brand awareness.
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.
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.
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.
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.