Key Insights
Essential data points from our research
92% of consumers used coupons for their shopping in 2020
80% of shoppers say they would make a first-time purchase with a brand that is new to them if they found an offer or discount
65% of consumers say receiving a coupon makes them feel like a smart shopper
Digital coupon redemptions surpassed $90 billion in value yearly by 2022
Mobile coupon redemption rates are 10 times higher than print coupons
50% of consumers search for a coupon on their mobile device while shopping in-store
57% of shoppers will abandon their cart if they cannot find a coupon code
Coupons can increase the average order value (AOV) by 26%
46% of shoppers will add more items to their cart to qualify for free shipping or a tiered discount
96% of Millennials use coupons
90% of moms use coupons on a regular basis
Households with incomes over $100,000 are 2x more likely to use coupons than those earning under $35,000
68% of consumers say that coupons generate customer loyalty
Shoppers who receive exclusive coupons have a 94% higher retention rate
61% of consumers say the most important way a brand can interact with them is by surprising them with offers and coupons
Consumer Behavior
- 192% of consumers used coupons for their shopping in 2020
- 280% of shoppers say they would make a first-time purchase with a brand that is new to them if they found an offer or discount
- 365% of consumers say receiving a coupon makes them feel like a smart shopper
- 460% of consumers have tried a new product simply because they had a coupon for it
- 553% of consumers stated they invest over two hours a week looking for deals and coupons
- 686% of consumers admit that coupons influence them to try new brands
- 7Deal-seeking is a behavior ingrained in 90% of all shoppers
- 830% of shoppers will switch brands if offered a coupon for a competitor
- 997% of consumers look for deals when they shop and 92% are always looking for the best deal
- 1077% of consumers admit they spend $10 to $50 more than intended when redeeming online coupons
- 1140% of consumers feel more positive toward brands that share coupons
- 1245% of shoppers feel that coupons are the best way to interact with a brand
- 1339% of consumers bought a product from a brand they otherwise wouldn't have without a coupon
- 1482% of people say that exclusive offers would increase how often they shop with a brand
- 1564% of consumers say that a deal or discount is the deciding factor for a purchase
- 1668% of consumers believe that digital coupons generate brand awareness
- 1780% of consumers say they feel encouraged to make a first-time purchase with a new brand if they found a discount
- 1857% of shoppers are motivated to complete a first-time purchase when they are able to redeem a coupon
- 1984% of consumers say that coupons influence their shopping lists
- 2051% of consumers say they have purchased a product they didn't need just because they had a coupon
Interpretation
Coupons are the secret handshake of modern shopping: almost every consumer actively hunts for deals, and those discounts not only make shoppers feel savvy and drive trial and brand switching, they reshape shopping lists, boost brand favorability and even justify extra spending, making coupons the primary engine of discovery and purchase decisions.
Demographic Trends
- 196% of Millennials use coupons
- 290% of moms use coupons on a regular basis
- 3Households with incomes over $100,000 are 2x more likely to use coupons than those earning under $35,000
- 4Gen Z is the most likely generation to look for coupons on social media at 42%
- 574% of Millennials follow brands on social media specifically to get coupons
- 618-29 year olds are 44% more likely to use mobile coupons than older demographics
- 753% of men engage with coupon apps versus 47% of women
- 8Parents are 23% more likely to base their shopping location on digital coupon availability than non-parents
- 993% of millennial parents use coupons for baby products
- 1088% of Gen X consumers use coupons for grocery shopping
- 11High-income shoppers ($100k+) redeem coupons at a rate of 14% higher than the average
- 1255% of Gen Z shoppers say price and discounts are the most important factor in purchase decisions
- 1371% of US internet users aged 18-29 use digital coupons
- 14Baby Boomers are still the highest users of print coupons at 91%
- 1585% of Hispanic consumers in the US use coupons
- 1669% of Millennials search for a coupon code every time they shop online
- 17College students are 35% more likely to act on a coupon than non-students
- 18Women are 10% more likely to use a coupon extension on their browser than men
- 1963% of Gen Z shoppers use email to find coupons and discounts
- 2093% of shoppers aged 30-44 use coupons, making them the most active age bracket
Interpretation
Coupons have quietly become mainstream currency: nearly every Millennial and most parents clip or click for deals, Gen Z hunts discounts on social, email and mobile while Boomers stick to print, higher earners redeem more than lower earners, and Hispanic consumers, college students and shoppers ages 30 to 44 are especially engaged, proving that discounts now shape where and how people buy.
Digital & Mobile Usage
- 1Digital coupon redemptions surpassed $90 billion in value yearly by 2022
- 2Mobile coupon redemption rates are 10 times higher than print coupons
- 350% of consumers search for a coupon on their mobile device while shopping in-store
- 4Emails that contain coupons have a 48% increase in revenue per email
- 5Total mobile coupon users in the US is expected to surpass 145 million
- 693% of subscribers are likely to redeem coupons via email
- 7QR code coupon redemption is expected to reach 5.3 billion annually by 2022
- 832% of shoppers prefer to receive coupons via smartphones
- 959% of consumers state that out of all the different channels, they prefer receiving coupons via email
- 10Push notifications with coupons have a 4-7% click-through rate
- 11Location-based mobile coupons can increase conversion rates by 25%
- 1277% of consumers spend $10-$50 more when redeeming mobile coupons
- 13Chatbot coupon marketing achieves open rates of 80-90%
- 1440% of merchants use SMS marketing to offer coupons and discounts
- 15The number of digital coupon users is set to grow to 1.05 billion worldwide
- 1667% of consumers store coupons on their phone to use later
- 17Personalized digital coupons can increase revenue by up to 24%
- 1841% of consumers use a mobile device to redeem a coupon at least once a week
- 19SMS coupons are redeemed 8 times more often than email coupons
- 2082% of digital coupon redeemers use a smartphone for redemption
Interpretation
Coupons have moved from clipped paper to a mobile-first revenue engine, as consumers increasingly search for and redeem offers on their phones and email, SMS, QR and chatbot campaigns—especially when personalized and location-targeted—drive much higher redemption, engagement and spending, so with users and redemption values soaring into the billions, brands that ignore mobile coupon strategies are effectively leaving money on the shelf.
Loyalty & Customer Retention
- 168% of consumers say that coupons generate customer loyalty
- 2Shoppers who receive exclusive coupons have a 94% higher retention rate
- 361% of consumers say the most important way a brand can interact with them is by surprising them with offers and coupons
- 484% of consumers are more likely to stick with a brand that offers a loyalty program with coupon rewards
- 554% of consumers consider coupon rewards as the best part of a loyalty program
- 6Offering a randomly selected wide-range coupon creates 2x more loyalty than predictable small discounts
- 775% of consumers say they favor companies that offer rewards and coupons
- 8Customers who redeem a loyalty coupon spend 2.5 times more than non-members
- 972% of consumers will join a loyalty program specifically to get immediate 20%+ off coupons
- 1076% of customers view coupons as a form of currency within a loyalty ecosystem
- 11Brands that offer coupons through loyalty programs see a 20% increase in repeat purchase rates
- 1257% of consumers join loyalty programs to save money via coupons
- 1391% of customers are more likely to shop with brands who recognize, remember, and provide relevant coupon offers
- 14Birthday coupons have a 481% higher transaction rate than regular promotional emails
- 1550% of consumers change their spending behavior to reach a higher tier in a loyalty program for better coupons
- 16Reactivating a dormant customer with a coupon is 5-25x cheaper than acquiring a new one
- 1740% of customers are likely to repurchase from a store if they receive a post-purchase coupon
- 1879% of consumers look for loyalty or reward programs with coupon benefits when deciding where to shop
- 19Personalized coupon rewards increase customer lifetime value by 30%
- 2073% of consumers are more likely to recommend a brand with a good loyalty program and coupons
Interpretation
These statistics show coupons are the modern handshake of commerce: when brands surprise customers with personalized, exclusive, or high-value coupon rewards they dramatically boost retention, spending, loyalty program sign-ups and referrals while slashing reactivation and acquisition costs, with birthday and tiered offers proving especially potent.
Sales & Conversion Impact
- 157% of shoppers will abandon their cart if they cannot find a coupon code
- 2Coupons can increase the average order value (AOV) by 26%
- 346% of shoppers will add more items to their cart to qualify for free shipping or a tiered discount
- 4Offering a discount coupon can increase conversion rates by 15%
- 5Free shipping offers are the most effective type of coupon for driving conversions at 73%
- 6Cart abandonment emails that include a coupon have an average open rate of 44.1%
- 7Websites with active coupons have 27% lower bounce rates
- 8Users who use a coupon spend 24% more than regular shoppers
- 9Dollar-off coupons perform 1.7x better in conversion than percent-off coupons for high-value items
- 1028% of consumers will abandon their shopping cart if presented with unexpected shipping costs that a coupon could offset
- 11Flash sale (limited time) coupons can increase transaction rates by 35%
- 1254% of shoppers will return to abandoned carts if they are offered a discount
- 13Discounts are the top factor for 38% of people when deciding where to buy
- 14Welcome coupons for new email subscribers generate 320% more revenue per email than other promotional emails
- 15Shoppers who use coupons have a 12% higher checkout completion rate
- 1674% of shoppers prefer free shipping coupons over percentage-off coupons
- 17Implementing exit-intent popups with coupons can capture 10-15% of abandoning visitors
- 1888% of coupon users will add another item to their cart if they are close to a discount threshold
- 19Stores with coupons experience a 23% higher visitor-to-sale conversion rate
- 2062% of online women shoppers pay attention to discounts and promotions as compared to 57% of online men shoppers
Interpretation
Think of coupons as oxygen for ecommerce carts: free shipping rules at 73 percent, coupons lift average order value by about 26 percent and boost conversions, checkout completion and shopper spend by double digits, dollar off deals beat percent off for high ticket items, flash sales and welcome coupons drive big spikes in transactions and revenue, cart recovery emails and exit intent popups reclaim many would be abandoners, and sites with active coupons see lower bounce rates and higher visitor to sale conversions, which is why discounts remain a deciding factor for many shoppers, especially women.
