National Coupon Month

September is National Coupon Month. As Americans embrace frugality, both coupon distribution and use have increased significantly over the past year, further demonstrating this strong desire to spend wisely and save. Seeking coupons, savings and deals remains commonplace as National Coupon Month is recognized throughout September for the 13th consecutive year.

 

Coupon Facts

1. Coupon redemption in the first half of 2010 increased by 7.9%, outpacing results in the first half of 2009. Consumers saved nearly $2 billion with coupons during this time frame.¹
2. Coupon distribution in the first half of 2010 increased by 11.4%. Marketers offered 18 billion more consumer packaged goods coupons during this time period.¹
3. 93% of shoppers said they will remain cautious and keep spending at their current level, even if the economy improves.²
4. 92% of shoppers have changed their grocery shopping behavior in the last two years.² 
5. 97% of consumers want to know the cost of the item before buying.³
6. CPG marketers continue to allocate the largest share of coupons — 85% — in the free-standing insert (FSI).¹
7. In 2010, the Internet continues to grow at a much faster pace than all other distribution media, up 79% from a year ago, but it represents 1.2% of all coupon distribution.¹
8. 91% of shoppers would walk away from the "perfect sweater" if it wasn´t on sale. 73% would come back later during a sale with a store coupon; and 19% would go to the sale racks instead.⁴  
9. CPG distribution increased by 11% in 2009 (311 billion coupons distributed) — the largest single-year distribution quantity recorded.⁵
10. Consumers redeemed nearly 3.2 billion coupons — a 23% increase (second largest increase in coupon redemption ever recorded) in 2009.⁵
11. Consumers saved nearly $3.5 billion with coupons in 2009, an increase of $800 million or nearly 30% more than the prior year.⁵
12. 51% of consumers indicate they will consider each purchase more carefully over the next five years. (Nearly as many say that they will become more price-conscious when buying clothing/food and that keeping a balanced budget will remain in the forefront).⁶
13. 65% of shoppers use cents-off coupons received in the mail or from newspapers/magazines.⁷
14. In 2009, 88% of consumers said they used coupons when planning shopping lists; an increase of 10% from 2007.⁵
15. 73% (3 out of 4) of shoppers stock up on an item when they find a bargain.⁷
16. 42% of shoppers are more likely to buy private label in 2010.⁸
17. 77% of consumers use CPG coupons on a regular basis.⁹
18. One year ago, 66% of consumers (a record number) were focused on needs over wants; 60% in Jan. 2010 — an indicator that consumer spending — at least on impulses or non-necessities — is likely to remain tight during Q1 of 2010.⁶
19. The projected redemption value of U.S. online coupons delivered via the Internet, e-mail and mobile in 2010 is $12.7 billion¹⁰

¹NCH Marketing Services, Inc., Mid-Year 2010 Coupon Facts Report
²The 2010 American Pantry Study: The New Rules of the Shopping Game by Deloitte and Harrison Group
³ National Grocers Assoc. 2010 Consumer Panel Survey
⁴ Redplum.com Savings Style Survey, July 2010
⁵NCH: U.S. CPG 2009 Coupon Marketplace Facts
⁶BIGresearch's Consumer Intentions & Actions Survey, Jan. 2010
⁷National Grocers Assoc. 2010 Consumer Panel Survey
⁸Supermarket Guru® 2010 Top Food Trends
⁹NCH Coupon Facts Report, 2010
¹⁰Borell Associates, "What's On Sale? Coupon and Sales Circulars Move Online"

 

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