In general, it appears that most shoppers perceive coupons as rewards for products they typically buy as well as incentives to try new or alternative brands or products. Convenient and useful, coupon consumption is largely geared toward spending less money overall rather than buying a larger quantity of products except for attached-coupled (married; living with partner)and lower-income households (below $50,000 annual HHI). Female shoppers are more likely than males to use coupons as a gateway to trying new brands and products. In fact, women are twice as likely to say they ‘always’ use coupons as a means for trying new brands.
For more coupon usage data and behavior, click here to download the The Checkout – Issue 3.10.