Coupon Usage Down From Last Year

This past year coupon redemption was down 17 percent. Find out the results to an exclusive SupermarketGuru consumer panel quick poll.

April 25, 2013

This past year coupon redemption was down 17 percent, and The Lempert Report wanted to know why. Here are the exclusive results from a recent SupermarketGuru.com quick poll.

It seems like the trend this year is following as 39 percent of consumers said they were redeeming fewer coupons this year as compared to last year; 32 percent of consumers said they were redeeming about the same amount of coupons as last year.

What are the most popular ways the SupermarketGuru consumer panel redeems coupons? The top five responses were, newspapers, online, Sunday supplement, supermarket circulars, and magazines. And when asked if their source for coupons changed, 76 percent said no. Many enjoy finding coupons online, in an open-ended question they said it’s the way to go to get the easiest coupons - no scissors required!

It’s important to note that the majority of the SupermarketGuru consumer panel doesn’t use digital coupons (i.e. coupons directly on their phone) (52%), but that’s just a few percentage points over the consumers who do.

A whopping 75 percent of the consumer panel uses printable coupons they find on the Internet, supermarket sites, emails, frequent shopper cards, and more.

What about coupon apps? Ninety percent of the consumer panel hasn’t found an app that they like, why? Some of the panel doesn’t use apps nor have a smart phone but others just don’t have the time to find a great app or the stores they shop in don’t have the technology.

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