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Valassis study shows marked upturn in coupon redemption

New independent market research commissioned by the UK’s leading coupon and voucher services provider, Valassis Ltd, has found that promotional offers are having an even greater impact than previously thought on the everyday buying habits of post-recession shoppers, as consumers across all social classes and age groups continue to seek out ways to make the domestic budget go further.

According to the research, 61% of consumers use coupons (up from 52% in the Valassis June 2010 survey).

• 24% stated they use coupons very frequently.

 

• Furthermore, 16% of consumers stated they are using more coupons than they were a year before (14% in June 2010).

 

• 37% of consumers are looking out for promotional offers more than they were a year ago (28% in June 2010).

 

• The price of food (27%) and the cost of living (23%) were cited as the main reasons for this increased interest.

The Valassis research reveals a couple of myth busters about the profile of a typical coupon user.

• Whilst coupons have been perceived traditionally as the preserve of lower social groups and the unemployed, the research highlights that coupons are far from beneath AB shoppers: AB shoppers use coupons as much as other demographic groups – 61% reporting coupon use. 33% of AB shoppers are looking out for promotional offers more than a year ago.

 

• Interestingly and perhaps counter-intuitively, 40% of those in full-time employment are on the hunt more for offers than they were a year ago, whilst only 34% of those not working are doing the same.

The research threw up a couple of interesting differences between different age groups:

• Coupon usage is highest among 35 – 44 year olds with 67% using coupons up from 57% in 2010.

 

• Seeking out promotions as an activity is highest among 25 - 34 year olds, with 47% looking out for promotional offers more than they were a year ago (33% in June 2010).

• The increase in coupon usage was also found among 55 - 64 year olds (64%) although the increase was more pronounced, up from 52% in 2010.

 

• 29% of the 65+ age group stated they were looking out more for promotional offers than a year ago (16% in June 2010).

The survey also reveals that coupon and voucher downloads from the Internet continue to grow in popularity.

• 22% said that within the last 12 months they had used a voucher or coupon found on the Internet (20% in June 2010)

 

• 7% reported using a digital coupon or voucher from a mobile phone in the last 12 months (2% in June 2010).

Of those respondents that had downloaded an Internet or mobile coupon, 41% had used their coupon at a restaurant or fast food outlet, whilst 38% had used such a coupon in a supermarket. The rise in coupons or vouchers being used in restaurants corresponds to the growth and prominence of voucher websites over the last three years.

Commenting on the research findings, Charles D’Oyly, managing director of Valassis UK, says, “Economic conditions remain tough and as a result consumers across all social and age groups are embracing promotional offers more and more. With the cost of living and the price of food continuing to rise shoppers are looking for best value on the high street, and they are now far more likely to buy products that are on promotion, to re-evaluate their historical purchasing habits and to shop at multiple locations in order to get the best deal.”

D’Oyly continues, “This research destroys the myth that coupons are solely the domain of the less well off. In the current economic climate, even wealthier shoppers are seeking ways to make the domestic budget go further.”

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