Coupon Statistics - Featured Image

39 Expert Coupon Statistics that Will Save You Money in 2020

Posted on |

Couponing is one of the oldest tricks that marketing experts pulled out of their hats. Coca Cola co-owner Asa Candler came up with the brilliant idea to hand out hand-written tickets to consumers that they could exchange for a free glass of Coke in 1887.

Even though everyone thought he was crazy, this marketing strategy resulted in Coca-Cola being served in every US state by 1895. 

In the 1900s, cereal producers started offering discounts through coupons as well. Since then, coupons have been one of the best ways to promote a business and generate more customers, coupon statistics show. 

Coupons will always be a leading force in the marketing industry that will connect brands and customers. Setting money aside that you save from using coupons will never go out of fashion. 

Let’s look at the current stats and facts about couponing in the US.

Cracking Coupon Statistics (Editor’s Choice)

  • 142 million Americans will use coupons in 2020. 
  • 80% of consumers are more likely to shop from a new brand if it has a discount coupon on offer. 
  • 97% of buyers look for deals before they make a purchase.  
  • 85% of American adults used coupons in 2014, and this figure grew to 93.75% in 2019. 
  • 18% of global online shoppers use online and mobile coupons while they are shopping in stores. 
  • 38% of couponers buy something they do not need, discount statistics reveal. 
  • In 2017, 52% of US adults redeemed a digital coupon via their mobile devices or computers.

General Statistics on Coupon Usage

1. In 2016, 126.8 million adults in America redeemed their online coupons. 


This vast number of online couponers is predicted to grow to 145.3 million users in 2021.  

2. In 2017, 52% of US adults redeemed a digital coupon via their mobile devices or computers. 


This research was conducted to determine consumers’ patterns and habits of using online or mobile coupons. Online coupon statistics confirm that couponing will be placed in the digital sphere and that paper coupons are going to be used less and less. 

3. In 2018, nearly 54% of internet users aged between 18 and 29 said that coupons are important to them when making a purchase decision online. 


This statistic shows that coupons and discounts are essential parts of shopping decisions and experience for people from different age groups in the US. 34.3% of consumers older than 60 said that their digital purchases did not depend on discounts and online coupons as much, coupon redemption rates reveal. 

4. As of 2019, 50% of respondents in the US claimed that e-coupons were the most important benefit that grocery stores offered through mobile devices. 


This stat shows that consumers are more likely to enjoy the benefits of digital couponing than before. Researchers confirm that this trend will grow in the years to come. 

5. As of March 2018, 54% of US respondents to a survey said that they predominantly redeemed grocery coupons, supermarket coupon use statistics show. 


This statistic shows that more than half of Americans used different types of coupons to cut their grocery costs. Coupons can be a great way to save some money that people usually spend on food supplies. Some consumers conduct personal research of the grocery shops and chains that offer great coupon deals to their loyal or potential customers. 

6. In 2018, around 51% of interviewees said they do some research before they go shopping to prepare for the best coupon offer hunt, coupon statistics for consumers prove. 


This statistic shows that around half of Americans skim retail stores’ ads and circulars before deciding where to shop. They are looking for ways to save some money, and coupons offer the best way. 

7. 42% of Generation X consumers said they redeemed coupons for groceries in a 2017 survey. 


Coupon redemption statistics confirm that three years ago, less than half of Gen Xers used coupons to buy food at supermarkets and grocery shops. Also, 76% of Gen Zers stated that discounts and coupon offers have influenced their purchase decisions.

8. 83% of consumers say that they have changed their shopping habits due to coupons. 


This stat shows that US shoppers are vastly influenced by the opportunities coupons presented. 

What’s more:

Around 40% of respondents purchased some products sooner than they originally planned because a nifty coupon opportunity came up. According to customers coupon statistics, a similar percentage of surveyed Americans bought from a brand they usually don’t purchase due to a convenient coupon discount. 

9. 68% of surveyed shoppers said that they do not buy online unless there is a coupon code. 


Many buyers refrain from online shopping. They think that it’s more convenient and safe to visit the store and see the items they need for themselves. 

That being said: 

Coupons and promo codes can change their traditional brick-and-mortar oriented minds, coupon code statistics show. 

10. 38% of shoppers say that they are more prone to indulge themselves and buy something unnecessary if they are offered a coupon for it. 


This is one of the most fascinating facts about coupon usage. Nearly four in ten respondents are more likely to buy stuff they do not need if stores offer them coupons. A similar pattern of shopping behavior can be seen in Black Friday sales. Consumers shop only because there is a good bargain for the goods, not because they necessarily need those items. 

11. 37% of respondents claimed that a coupon incites them to buy more products than usual. 


Coupon trends show that coupons can sometimes be catastrophic for our budgets. By hoping to save some bucks and shop attentively, many consumers make the mistake to overspend instead of putting saved money on the side. 

In fact, 25% of consumers said they spend more than normal when they use coupons, while 28% said they buy more expensive items than they originally intended because they wanted to redeem a coupon. 

12. 94% of interviewed Americans stated that they would buy a product from a brand that does not typically target the general public if it offers coupons or discounts. 


The overwhelming majority of respondents said that they would purchase exclusive or luxury brands’ items if they decided to make a promo deal by offering a discount or coupons. 

These surprising coupon statistics for new customers show that Americans are infatuated with big luxury brands. 58% of shoppers who would use this exclusive opportunity say it would influence their likelihood to buy.  

13. People who use coupons spend 24% more than people who don’t. 


This percentage results from the fact that 48% of couponers are more likely to act on a coupon offer sooner than usual just to make use of it. 

Let’s face it:

Consumers love discounts of all sorts. 60% of American shoppers put the lowest-priced products at the top of their online shopping lists, coupon complete purchase statistics say. 

14. Getting an exclusive offer on a product makes 54% of consumers feel rewarded. 


This stat shows that marketers know how to hit the soft spot of their consumers. More than 30% feel special when they receive an exclusive coupon offer, while around 45% of them feel thrilled about winning a coupon jackpot. 

15. 68% of consumers say that digital or online coupons help build brand awareness. 


Coupon advertising statistics tell us that coupons are a driving force in every brand marketing strategy. Almost 70% of shoppers agree coupons can help the brand become more popular. The same amount of respondents say that coupons help increase brand loyalty. 

16. 91% of US respondents claimed they would share their exclusive promo or coupon offer with their loved ones.  


Nine in ten Americans would share their neat promotions with friends and family. Also, 82% claim they would buy from a luxury brand more often if it provides a promo or a coupon offer.  

17. Student coupon statistics say that 96% of students would shop again from a brand that offered them a student discount. 


US students are one of the biggest of coupon-using demographic. Their limited financial funds prompt them to search for promo deals and coupon offers every time they need to make a purchase. 

18. 76% of US consumers believe that having a personalized discount opportunity derived from their shopping history and behavior is vital. 


Consumers enjoy it when someone knows and caters to their needs. Almost 80% of US shoppers show interest in personalized discounts, promo, and coupon offers. 

But wait, there’s more: 

50% claim that they are more likely to go to a shop if they obtained a digital coupon or a promo code.  

19. 86% of US Millennials confirmed that discounts, promo offers, and coupons influence their shopping patterns. 


This is one of the most surprising coupon facts. Many Americans, especially Baby Boomers, have prejudices against Millennials and think they are irresponsible and incapable. 

But, as you can see, close to 90% follow up on promo discounts and coupon deals to save up some cash. Also, close to 50% of Millennials say that offers with limited time are very attractive and something they are always looking for. 

20. 32% of US consumers say they would like to get coupons on their smartphones, while 53% of consumers say they wanted all coupons to become digital. 


This coupon statistic from 2019 shows that more and more Americans are turning to digital coupons.

Check this out:

93% of Millennials use their mobile phones to compare in-store and online deals. On the other hand, 55% of consumers said that they would use both paper and digital coupons. 

21. 86% of consumers coming from wealthier households said they are always on the lookout for good deals. 

(PR Newswire) 

Coupon usage statistics prove that couponing and finding a good promo deal is not only for the poor. Almost 90% of households with incomes over $200,000 do not shy away from nifty promo or coupon bargains. A similar percentage of households that earn $20,000–$39,000 also enjoy couponing and discount offers. 

22. 82% of consumers use their online coupons within less than a week.  


The vast majority of couponers are eager to redeem their coupons as soon as possible. In fact, 30% of consumers that use their coupons within 24 hours upon receiving them. 

23. 92% of US consumers say they are always on the lookout for deals. 

(PR Newswire) 

Mobile coupon statistics show that Americans are always searching for coupons and promo deals, even when they are not shopping actively. Also, 53% of American shoppers say they feel insightful and smart once they come across the best deal, while a similar number of shoppers claimed to spend roughly two hours searching for the best deals online. 

24. In 2017, 39% of male shoppers said they would look for coupons for products they need. 


Statistics of women’s use of online coupons show that 73% of respondents search for coupon deals before grocery shopping or going to apparel stores. 19% of women also turn to coupons when looking for travel deals. 

And that’s not all:

41% of female shoppers look for neat coupon deals for items they need.

Coupon Statistics - Sale Percentage

More Coupon Statistics 2019

25. Around 48% of businesses in the US use digital coupons to market and promote their products. 


Digital coupon statistics confirmed that, in 2018, a little less than half of US companies advertised their companies by offering mobile coupons. Brands and businesses have increasingly been offering coupons to entice their current clients and generate more consumers.  

26. Marketers started using digital coupons and increased their distribution by 27% in 2017.

(Marketing Dive)

Businesses thought that shifting their coupon distribution to digital channels would be the way to keep up with the modernization and digitalization of marketing strategies. This move resulted in a 47% growth of paperless coupon redemption growth. 

27. As of March 2019, had 68.4 million monthly visits.

(Statista) is the most visited coupon website in the US, according to the average number of monthly visits. 

Stats About Coupon Revenue

28. In 2017, $47 billion came from online coupon redemptions.

(Juniper Research) 

This stat shows that the digital coupon industry amassed a fortune three years ago. Coupon redemption rates are set to grow in the years to come. So, the mobile coupon industry is expected to grow by 56.5% until 2025. 

29. Researchers forecast that by 2022 digital coupon redemptions will total $91 billion.

(Juniper Research) 

The use of online coupons will almost double profits in 2022 in comparison to the 2017 figure. 

30. Halfway through 2018, consumers saved up $1.4 billion with CPG coupons. 


According to coupon industry statistics, consumer packaged goods coupons are a great way to save money. Also, chatbot coupons are predicted to increase by 1.1 billion in 2022. 

31. Food and non-food FSI coupons brought $545 billion to the country’s economy. 


Free-standing insert coupons for both food and non-food coupons help the US cash in gigantic profits. The same year, the average worth of an FSI coupon was $2,29.

Coupons and Distribution Channels Statistics

32. In 2019, 93% of respondents said they would use their email coupons. 


According to mail coupon statistics, 95% of female consumers said they would redeem coupons they received via email. 40% of interviewees would share a convenient email coupon deal with their friends and family. 


Businesses and brands are well aware that emails with coupons have a 14% higher open rate, around a 34% increase in clicks, and a 48% boost in profits per email. 

33. 75% of Millennials prefer receiving coupons through SMS. 


Altogether, six out of ten people sign up for receiving different promo options and coupons via SMS. Everyone is on their phones these days, so no wonder mobile coupon marketing is on the rise. 

34. 64% of customers install a bank brand app to get exclusive coupons.


More than 60% of consumers use discount apps to make sure that they will be the first to know about a new promo coupon or deal that comes up. 

35. 91% of Millennials use paper coupons. 


This surprising stat shows that Millennials enjoy finding good deals in the old fashioned way. Also, around 60% of other consumers use print coupons more than coupons from other channels of distribution. 

36. In 2019, 54% of social media users redeemed a coupon they found while browsing social networks, social media coupon statistics confirm. 


To be more precise, 70% of consumers are likely to join a Facebook page or like it to get a discount. Also, almost 30% of users would share a nifty coupon or promo deal they found with their social media friends. 

37. In 2018, 26% of respondents recalled that they used a pizza coupon. 


These coupons usually come with your paid order, and you can find them on the back of your receipt. Also, the same percentage of consumers used a fast food coupon, restaurant coupon statistics say. 

38. 31% of Americans use their quick oil change coupon. 


Changing the oil in your car is not a chore that we all happen to think of doing on time. So, these coupons provide us with both a discount and a reminder that our cars need an oil change once in a while. 

And finally:

39. In 2018, 23% of US respondents said they used coupons for dry cleaning. 


Dry cleaners often provide customers with neat coupon deals and promos, and they are happy to use them. Also, 24% of US consumers redeem a car wash coupon, while 11% use restaurant coupons, food coupon statistics confirm. 

Wrap Up

All things considered, American consumers are constantly searching for coupons and good promo deals for items they need. Paper or digital, acquired from social media, emails or apps, coupons will persevere as one of the most popular and profit-generating marketing tools. 

Here’s the key takeaway:

Coupons will always attract new customers for businesses and influence how their shopping decisions and purchase behavior. So, the coupon industry will grow and prosper in the years to come, coupon statistics suggest.


Q: What percentage of people use coupons?

90% of consumers use coupons in some way. Nowadays, fewer and fewer consumers cut out coupons from newspapers. They use digital ones that they can get through apps, store websites, emails, and social networks. In 2019, there were more than 25 million people across the US who used couponing apps to cut their costs. Redeeming coupons helps a lot of Americans save money, no matter their social status. 

Q: What percentage of shoppers used a coupon in 2012?

In 2012, 79.8% of shoppers used coupons. The same year, 4.4% of about 300 billion coupons were for household amenities, medications, and personal care. 63.6% of consumers reached for coupons during pre-recession in 2007. 

The thing is:

2012 was especially frugal for couponers. Since around nine billion coupons were redeemed, this saved shoppers $800 billion in discounts. The average worth of the coupon was $1.53 on average, and it would take 9.3 weeks for them to expire. 

Also in 2012, 10% more coupon users started using mobile coupons compared to 2010. 

Q: What is a good coupon redemption rate?

In 2011, coupon average coupon redemption rates were dangerously low. Only 1% was the industry average. 

In 2017, 90% of 1,000 survey respondents used their coupons. 93.7% of these coupons were distributed through newspaper clippings or mail. Two billion coupons were redeemed in 2017, and they helped Americans accumulate $573 billion in coupon savings.

In 2018, researchers discovered that 48% of respondents thought that discovering coupons and using them was too much of a hassle for them. Also, 60% of interviewees complained that their coupons expired before they had the opportunity to use them. 

Q: Are coupons effective?

Although coupons may come off as a thrifty way to spare a few bucks, if properly used, they can save you thousands of dollars a year. 

In 2013, grocery coupons could help customers save $900. In 2018, 41% of 1000 respondents said that they saved $30 per week. 

Q: What is a digital coupon?

Digital coupons provide you with promo deals, offers, and discounts that online stores offer to their current and potential customers. 

Their goal is to attract more customers who would purchase products online. These paperless coupons can be obtained on mobile phone apps or desktop computer browsers. They can take forms of:

  • Mobile coupons: used by ecommerce stores that have created mobile apps that offer mobile coupons. 
  • Downloadable coupons: accessible to clients from different locations, such as email or social media. 
  • Coupon codes: they are incredibly popular in ecommerce and consist of original combos of numbers and letters for each consumer. This makes them more practical than downloadable ones. 
  • Automatic discounts: they apply at the check out of the online store. So, the buyers do not need to take additional steps to get a discount. 

Digital coupons became popular in 2013 when eMarketer research discovered that 52% of adult internet users used or redeemed a digital coupon. 

Thanks to their accessibility and no-fuss usage, 45% of the Americans who use the internet also actively used coupons in 2019. 

The digital coupon market size increased from 560 million in 2014 to 1.05 billion in 2019, coupon statistics reveal.