Vacation

Some Couponing Info

 (Thanks to the Valassis Annual Topline U.S. Consumer Packaged Goods Coupon Facts Report for 2011)

1. Consumers received $4.6 billion in coupon savings in 2012
2. Shoppers received $500 million more in coupon savings than in 2011, for an increase of 12.2%
3. 80.6% of consumers in a recent study reported using coupons regularly.
4. More than one-third of the survey respondents said they used more coupons in 2011 than the prior year, a 14.3 share point increase from pre-recession levels.
5. 91% of study participants plan a shopping list with coupons before going to the store.
6. Marketers distributed 305-billion coupons in 2011.
7. 2009 through 2011 represent the highest annual volumes of coupons distributed since before the recession began.
8. 27% of coupons distributed required consumers make multiple purchases.
9. Coupons expired within an average of 9.9 weeks from distribution.
10. The average coupon had a face value of $1.54, the same as in 2011
11. Digital-coupon distribution grew with 11% more printable and paperless offers.
12. 64% of respondents to an NCH consumer survey said they regularly search the Internet for coupon savings.
13. 88.2 million consumers (47% of Internet users) plan on using online coupons in 2011
14. 92.5 million adult Internet users will use online coupons in 2012
15. 96.8 million adult Internet users will use online coupons in 2013
16. Every hour spent couponing in 2011 is worth an estimated $100
17. The average savings per coupon used was $1.44 in 2011
18. 74% of consumers search multiple coupon sources each week
19. 25% spend up to an hour shopping for the best online discount deals
20. 47% of respondents use more local deals and coupons than in 2011
21. Moms are roughly twice as likely to search for coupons online as other categories of women
22. 52% of coupon users spend more than 15 minutes per week searching for coupons
23. 25% of coupon users spend between 30 minutes and 60 minutes searching for coupons per week
24. $485 billion worth of coupons were distributed in 2011
25. 332 billion coupons were distributed in 2011, the most ever recorded in the U.S.
26. Consumers saved $3.7 billion using coupons in 2011
27. Distribution in 2011 exceeded 2010 by 6.8%, or 21 billion coupons
28. 87.7% of paper coupons were distributed in 2010 via newspaper inserts, for an increase of 19 billion coupons
29. Digital offers increased by 37% in 2011
30. The face value of coupons in 2011 increased 6.6%, to an average of $1.46 per coupon
31. 74% of coupons in 2011 required the purchase of one item and 26% the purchase of two or more items
32. The average coupon expired in 10.1 weeks in 2011, 10 days shorter than in 2009
33. Overall coupon redemption grew 3.1%, to 3.3 billion, in 2011
34. 78.3% of consumers reported using coupons regularly in 2011, up 14.7% from pre-recession levels
35. Consumer coupon use in 2011 added up to $3.7 billion in savings, an increase of $200 million over 2009

Coupon Users Based on Income Brackets

Redemption Growth for Different Coupon Types in 2009

• Internet - 263%
• Direct Mail - 69%
• Magazine Pop-up - 51%
• Instant Redeemable - 48%
• Electronic Checkout - 39%
• Free-standing Insert - 36%
• Digital Promotions - 31%
• Shelf Pad - 30%
• In Store Advertisement - 27%

How Manufacturers Coupons Work