Do People Still Use Coupons in the Digital Age?

Coupons, offering reduced prices, remain a relevant tool for consumers seeking financial advantages. They serve as a direct mechanism for obtaining discounts, influencing purchasing power and spending decisions. This practice, evolving in form and accessibility, continues to shape consumer behavior in the contemporary marketplace.

Prevalence of Coupon Usage

Consumers widely utilize coupons, demonstrating their ongoing relevance despite shifts in access and redemption. Over 90% of U.S. consumers have used at least one coupon in the past year, indicating a common practice. While paper coupons still exist, a clear movement towards digital formats has occurred.

Digital coupon usage has increased, with 67% of consumers using them in 2023, compared to 59% who used paper coupons. This shift is particularly noticeable among younger consumers; for instance, 82% of millennials used digital coupons in 2022. Mobile devices play a significant role, as 93% of digital coupon users redeem them via smartphones. Despite the growth of digital options, 55% of the population continues to use both digital and paper coupons, highlighting a blended approach to savings.

Motivations Behind Coupon Use

The primary motivation for using coupons is to save money and manage household budgets. In times of economic pressure, such as inflation, consumers increasingly turn to discounts to offset rising costs. Coupons provide a tangible price reduction, offering immediate financial relief.

Beyond direct financial benefits, psychological factors also play a significant role. Consumers often experience a “thrill of the deal” or satisfaction from finding and utilizing a discount. Coupons create a perception of enhanced value, making a purchase seem more appealing even if not initially planned. This can influence purchasing decisions, encouraging consumers to try new brands (39% of shoppers have tried a new brand because of a coupon) or buy more than intended (38% admit to increasing basket size due to a discount). The time-limited nature of many coupon offers taps into a “fear of missing out,” prompting quicker purchasing decisions.

Navigating Modern Coupon Opportunities

Accessing and utilizing coupons involves digital and traditional channels. Dedicated coupon websites serve as central hubs for discounts, with many consumers finding offers through online searches or on these platforms. Popular options include sites that aggregate deals, allowing users to search by brand, product, or store.

Mobile applications have become a common way to find and redeem coupons, with many apps offering cash back rewards or direct discounts. Applications like Ibotta, Honey, Rakuten, and Fetch provide diverse savings opportunities, ranging from automatic coupon application at online checkout to scanning receipts for cash back after in-store purchases. Many retailers offer their own mobile apps that integrate coupons and loyalty program benefits. Email newsletters from brands are another frequent source, with over 80% of consumers signing up for offers to receive discounts.

Store loyalty programs are an important avenue for coupon access, rewarding repeat customers with exclusive savings. These programs involve earning points for purchases or advancing through tiers, which can be redeemed for percentage-based discounts, cash back, or exclusive sales access. By enrolling in these programs or linking them to mobile apps, discounts can often be applied automatically at checkout or through a quick scan of a digital card. While digital options dominate, traditional mailers and newspapers distribute coupons, particularly appealing to certain demographics. Social media platforms and direct retailer websites also often feature promotional codes or limited-time offers.