Updated April 22, 2020

Coupon Statistics: 23 Jaw-Dropping Facts and Trends

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Yes, coupons are still thriving. See how coupons continue to drive record sales for merchants and big savings for consumers.

Still think coupons are for grandmas? Coupons have gone way beyond the Sunday circulars. You don't even need scissors for many of them anymore.

You can print them out, flash your smartphone screen to a cashier to get credit, or carry over a coupon code to an online shopping cart. Coupons are easier to find than ever, and the smart ones among us are using them often to get a deal.

Clear up your assumptions about the coupon industry with these 23 fascinating statistics the CreditDonkey team has uncovered.

© Hobbies on a Budget (CC BY 2.0) via Flickr

  1. Every American could get more than 1,000 coupons a year
    Between the Sunday paper, the flyers that go out with the mail each week and offers that are sent out digitally, Americans are receiving a ton of coupons each year. In 2016, a whopping 169 billion of these little money-savers were distributed in the U.S. That's a thousand for each of us.

  2. Break it down, though, and the savings is just $11.60 per year per person
    Most people do use coupons at some point, but the biggest savings are going to the savviest coupon users. If you did the math and broke down how many people actually redeemed their coupons in 2013 and spread out that savings across the population, it works out to just $11.60 per person.

  3. Coupons are to blame for many shopping splurges
    For 69% of shoppers, the availability of a coupon for the item in question influenced whether they made the purchase. ?

  4. Frequent coupon users include high earners
    Nearly half of people who make $150,000 or more use coupons at least 50 times a year.

  5. 25% is usually the tipping point for sealing a deal
    Forty-three percent of shoppers agree that clipping coupons is a good investment of time when the discount is worth up to 25% off.

  6. Online coupons are gaining ground with older shoppers
    Seniors are catching on to the pleasure of redeeming online coupons and promo codes. In 2016, the percentage of people age 50 and over who used online coupons more than doubled from 7% to 17%.

  7. Millennials are surprisingly cost conscious
    Young adults in the 18 to 34 range tend to get a bad rap when it comes to their spending habits, but they're actually more saving-savvy than they get credit for. Just over 96% say they use coupons to plan their shopping list. And more than 50% said they are increasing their coupon usage, which significantly outpaces any other age group.

  8. Shoppers are cutting back on cutting
    Printed coupons still dominate the industry, but they're not quite as popular as they used to be. Only 63.9% of shoppers said they used them in 2016, versus an astonishing 58% in 2014.

  9. Mobile coupons are catching on fast
    Technology is making it easier to do just about everything these days, including saving money on the things you buy. In 2019, 21% of shoppers said they rely mostly on mobile coupons to save, compared to just 15% in 2014.

  10. Tablet users redeem them more often
    Oddly enough, the kind of mobile device you use determines how likely you are to make use of a virtual coupon. Fifty-seven percent of tablet users redeem mobile coupons while just 40% of smartphone users do the same.

  11. Individual coupon value is declining
    Coupons aren't worth quite as much as they used to be. In 2012, the average coupon was worth $1.57; in 2013, it dipped ever so slightly to $1.56.

  12. The average redemption amount has also decreased
    As face values went backwards, redemption values also faced a decline in 2018. The average redemption value is $1.21, which is an average of 6 cents less than 2013 figures.

  13. Most everyone you know uses coupons
    One of the great things about coupons is that anyone can use them to save money on just about anything and they are doing just that, in huge numbers. In fact, 96% of Americans report using coupons at least occasionally.

  14. But a few do so reluctantly
    Almost 50% of women shoppers called coupons "a necessary evil" in a survey.

  15. Grocery store coupons are just a small portion of the deals out there
    In 2013, 60% of printed coupons were for non-food items, such as clothing, cleaning products, restaurant meals, and office supplies.

  16. There's no sign of retailers cutting back on how many coupons they send out
    The total distribution rate for coupons declined by 11.7 percent from 2017 to 2018.

  17. Coupons are worth some serious cash
    It might not seem like coupons could add up to that much money, but you'd be surprised at their collective value. The coupons issued in 2013 were worth $513 billion, a jump of $15 billion over 2012's total.

  18. More companies are marketing coupons via text
    Getting targeted with advertisements through your phone can be annoying but not when it gives you a chance at keeping more cash in your pocket. In 2018, 34.9% of consumers said they used their phone to receive coupons through a text message, and 59% said they'd like to get them more often if there was no cost involved.

  19. There's a reason retailers like to send coupons to your inbox
    Emails that feature a coupon earn retailers 48% more revenue than other kinds of promotional messages.

  20. Serious savers don't wait to take advantage of offers
    Some coupons are good for months while others require you to act quickly in order to snag a great deal. Slightly more than 91% of desktop users redeem online coupons within a few days of receiving them, while nearly one-third of coupons found via a smartphone or tablet are used immediately.

  21. Nearly half of non-coupon users blame time for their lack of interest
    Of the 15% of people who say they rarely or never use coupons, it's the time limit that's usually the biggest obstacle; just over 60% of people said their coupons expired before they ever got a chance to use them. On the other hand, 49% said it took too much time and effort to find them.

  22. Some shoppers don't mind the aggravation
    Nearly 80% said they'd love it if coupons could be applied automatically to their purchases at checkout, and 70% said they wish retailers would mail them coupons for the things they want to buy. Those are high figures but show that some shoppers will put up with their coupons as long as they're able to find their deals (some even like the hunt!).

  23. Social media has turned into a coupon club
    When crazy couponing was at its peak, moms would meet up at the library to trade their carefully cut-out deals. Now those shares are happening on Facebook and Twitter and mostly by younger folks. In 2013, 40% of young adults traded and swapped coupons on social media.

Sources and References:

Rebecca Lake is a journalist at CreditDonkey, a credit card comparison and reviews website. Write to Rebecca Lake at rebecca@creditdonkey.com

Note: This website is made possible through financial relationships with some of the products and services mentioned on this site. We may receive compensation if you shop through links in our content. You do not have to use our links, but you help support CreditDonkey if you do.

More from CreditDonkey:

Why Coupons are Bad

Ultimate Guide to Couponing

Beginner's Guide to Couponing

Infographics: Grocery Shopping Plan

How to Save Money on Groceries


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