Both Online and Off, Coupons Are Still Hot With Consumers

By Rieva Lesonsky

As the economy continues to seesaw, consumers are continuing to seek deals. A new study from consumer research firm Scarborough Research found coupon usage for household items is up 24 percent since 2006.

Consumers are turning to a myriad of resources for their coupons. While more than one‐fifth (22 percent) now use digital media such as email, text messaging or Internet sites to get coupons, the biggest source of coupons is still the Sunday newspaper, where nearly half of all Americans get their household coupons. Here’s the breakdown of the most common spots consumers go for coupons:

• Sunday Newspaper 49 percent
• In Store Coupons 43 Percent
• Mailed Coupons 33 Percent
• Loyalty Cards 24 Percent
• In Store Circulars 26 percent
• Preferred Customer/Loyalty Card 24 percent
• Weekday Newspaper 19 percent
• Product Packages 19 percent
• Magazines 17 percent
• Internet Sites 14 percent
• Email Or Text Messages 14 percent

While those who do seek deals digitally still make up a small percentage of deal-seekers, Scarborough found that they’re a very promising market. Here are some stats about the shopping habits of those who seek coupon online, dubbed “digital deal seekers” in the report:

• Restaurants: Digital Deal Seekers are 36 percent more likely than the average adult to have eaten ten or more times at a quick service restaurant during the past month, and 27 percent more likely to have eaten with this frequency at a sit‐down restaurant.
• Jewelry Stores: Digital Deal Seekers account for 39 percent of adults who shopped at a fine jewelry store during the past three months. They are 44 percent more likely to have done so.
• Bridal: They account for 41 percent of all patrons of bridal stores during the past three months.
• Day Spas: Six percent of Digital Deal Seekers utilized a day spa during the past three months, but they account for almost half (43 percent) of adults who use day spa services.
• Florist: Digital Deal Seekers are 30 percent more likely to have used a florist during the past three months. Dry Cleaners: More than one‐fifth (21 percent) of all Digital Deal Seekers used a dry cleaner during the past month; they are 37 percent more likely than the average adult to have done so.
• Pet Supplies: More than half (51 percent) of Digital Deal Seekers shopped a pet store during the past three months.
• Health & Fitness Businesses: Digital Deal Seekers are 47 percent more likely to practice yoga or Pilates and 32 percent more likely to go to the gym.

“What we found was that the people who fit into [the Digital Deal Seeker] category were more active shoppers and supporters of local businesses,” said Brian Condon, executive vice president of commercial development, Scarborough Research. “Plus, people that are redeeming coupons are people who are active shoppers and have an intention to use coupons.”

If you haven’t already tried the marketing power of coupons—and especially digital coupons—now is the time to do so, especially if you’re in one of the industries highlighted above.

Image by Flickr user Mike Licht (Creative Commons)

This entry was posted on Wednesday, August 24th, 2011 at 6:00 am and is filed under Marketing, Search Marketing, Small Business, small business, Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed.


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