Top 10 Couponing Statistics You Need to Know in 2024

We've compiled the latest data to shed light on the effectiveness of coupon marketing, where consumers are on the lookout for coupons, the growing popularity of digital coupons, and more. The coupon statistics reveal that coupons are more vital than ever before. Whether you're a retailer aiming to drive sales or a consumer eager to save money, it's crucial to understand the current landscape of popular discount codes.

Coupons, especially digital discount codes, play a critical role in today's economy. This trend not only boosts sales but also enhances customer engagement and satisfaction. Shoppers are actively seeking out deals, and businesses that provide these incentives are likely to see increased traffic and conversion rates. The benefits of integrating coupon codes into businesses’ digital coupon marketing strategy are clear: they drive sales, improve brand recognition, and foster customer loyalty.

The fact of posting coupons offers a win-win situation for both businesses and consumers. Businesses can increase their sales and customer base, while consumers enjoy the savings and value they seek. As the data shows, the impact of coupons on the market is profound and growing, making them an indispensable part of modern marketing strategies.

1. Rise in Digital Coupon Usage

The rise in digital coupon usage marks a significant shift from traditional paper coupons, reflecting broader trends in consumer behavior and technological advancement. The global digital coupon market has seen remarkable growth, valued at over $4.67 billion in 2020 and projected to surpass $29.7 billion by 2031, with a compound annual growth rate (CAGR) of 18.6% from 2021 to 2031. This surge underscores the increasing preference for digital savings over paper counterparts.

Digital coupons offer numerous advantages, including ease of access and the ability to quickly distribute offers to a wide audience. In 2020, 90% of consumers utilized coupons, with digital formats becoming increasingly dominant. A recent survey revealed that 97% of shoppers actively seek out coupons, and 92% do so regularly, indicating that the answer to whether coupons are still a thing is a resounding yes.

The transition from paper to digital is evident in the growing number of digital coupon users over recent years:

Consumers increasingly rely on digital coupons for their shopping needs. Notably, 68% of consumers find digital coupons enhance loyalty to a brand, and 48% of U.S. women often download digital coupons to their smartphones while they are shopping in physical stores. These figures reflect a significant shift in how consumers engage with discounts and savings.

As the digital landscape evolves, so does the approach to couponing. In today's market, learning how to coupon in 2024 involves leveraging various digital platforms, including social media, email newsletters, and dedicated coupon websites. Social media, in particular, plays a crucial role, with over 76% of consumers using these platforms to find deals, and 33% participating in social media groups dedicated to coupon sharing.

2. Mobile Coupon Adoption

The rise in mobile coupon adoption reflects broader shifts in how consumers interact with brands and seek value. With the continuous advancement in mobile technology and the increasing integration of AI and machine learning, mobile coupons will only become more integral to marketing strategies.

Businesses that embrace this trend are likely to see significant benefits in customer engagement and sales. Understanding how to leverage mobile coupons effectively, including the use of the most common discount codes, is essential for staying competitive in today's digital marketplace.

Key trends and consumer preferences for mobile coupons include:

• The number of mobile coupon users in the United States reached 142.4 million in 2019.
• By 2022, mobile phones were responsible for redeeming nearly 80% of all coupons.
• Personalized offers sent via SMS are particularly popular among consumers.
• QR code coupon redemptions have surged, from 1.3 billion in 2017 to an expected 5.5 billion in 2022.
• Digital coupon redemptions were projected to exceed $90 billion by 2022, up from $47 billion in 2017.
• Six out of ten customers express a preference for receiving digital coupons.
• Emerging technologies like artificial intelligence and machine learning are enhancing the distribution and personalization of coupons, with the volume of chatbot-delivered coupons jumping from 25 million in 2017 to over 1.1 billion by 2022.
• The mobile coupon industry is expected to grow at a compound annual growth rate (CAGR) of 56.5% by 2025.

3. Impact on Consumer Spending

Coupon usage significantly impacts consumer spending, often leading to increased purchases and influencing buying behavior. The allure of saving money encourages consumers to spend more than they might have initially planned, driving both impulse buys and brand loyalty.

Key numbers about the impact of coupons on consumer spending:

• Shoppers using coupons tend to spend 25% more on average compared to those who don't use coupons.
• 39% of consumers expedite their decision to purchase a product when they have a coupon.
• 80% of shoppers are willing to go out of their way to find the best deal.
• 67% of consumers ended up buying products they hadn't initially planned to purchase because of coupons.
• Online coupon users tend to spend 24% more compared to those who don't use coupons

4. Emails: the best channel to distribute digital coupons

Emails are widely recognized as the best channel to distribute digital coupons, maintaining their status as the preferred method for receiving offers from brands. Despite the proliferation of new digital channels, email remains a highly effective and reliable way to reach consumers with discounts and promotions.

Reasons why email is the best channel for distributing digital coupons:

• High Engagement: Over 80% of people in the U.S. sign up for emails specifically to receive online coupon codes. This demonstrates a clear intent and interest in receiving promotional content via email.
• Broad Reach: Email allows brands to reach a wide audience with personalized offers. Almost everyone with internet access has an email address, making it an inclusive and far-reaching medium.
• Customer Preference: A significant 97% of respondents in a survey seek coupons while shopping, and 92% look for them regularly. Emails are a convenient way for consumers to receive and store these offers.
• Consistency Across Income Levels: The desire for coupon codes spans all income brackets, with 87% of those earning $20,000 - $39,000, 85% of those earning $100,000 - $149,000, and 86% of those earning $200,000 or more actively seeking deals.
• Direct Communication: Email provides a direct line of communication between brands and consumers, allowing for timely and targeted delivery of coupons.
• Enhanced Tracking and Analytics: Brands can track open rates, click-through rates, and redemption rates more effectively through email campaigns, enabling better optimization of marketing strategies.
• Personalization: Emails can be highly personalized, offering tailored deals based on consumer behavior and preferences, increasing the likelihood of coupon redemption.
• Cost-Effectiveness: Email marketing is cost-effective compared to other digital marketing channels, providing a high return on investment for brands.
• Retention and Loyalty: Regularly sending coupons via email helps maintain customer engagement and fosters brand loyalty, as consumers are more likely to return to a brand that offers consistent savings.

5. Demographics of Coupon Users

The demographics of coupon users reveal fascinating insights into which age groups are most likely to use different types of coupons. The data indicates that coupon usage is prevalent across all age groups, but certain demographics show a higher tendency to utilize specific coupon types.

Coupon Usage Statistics by Age Group in the USA (2023)

Data breakdown:

• Overall Coupon Usage: The 55+ age group has the highest overall coupon usage at 96%, followed by the 35-54 age group at 91%, and the 18-34 age group at 87%.
• Paper Coupons: Traditional paper coupons are most popular among the 55+ age group, with a 70% usage rate. This preference decreases with age, with 63% of the 35-54 age group and 46% of the 18-34 age group using paper coupons.
• Online Coupons: The 18-34 age group leads in online coupon usage at 48%, highlighting their comfort with digital tools. The 35-54 age group follows at 39%, while the 55+ group has a 32% usage rate.
• Mobile Coupons: Younger consumers (18-34) are also the most likely to use mobile coupons, with 33% reporting usage. This drops to 25% for the 35-54 age group and 17% for the 55+ group.

These statistics demonstrate a clear trend — younger consumers are more inclined to use digital and mobile coupons, while older consumers still favor traditional paper coupons. 

However, high overall coupon usage across all age groups underscores the universal appeal of discounts and savings. Brands can leverage these insights to tailor their coupon distribution strategies, ensuring they reach each demographic effectively.

6. Popular Coupon Categories

According to recent data, certain categories consistently lead in coupon redemptions, highlighting the areas where shoppers can save the most.

Top Coupon Categories and Their Success Rates

Data breakdown:

• Tobacco & Smoking: This category has the highest coupon success rate at 56.6%, suggesting a strong market for discounts in this area.
• Food at Home and Alcohol: These categories not only have high coupon success rates (45.9% and 46.9%, respectively) but also substantial average savings per purchase ($12.02 for food and $37.40 for alcohol). This indicates frequent and effective coupon usage.
• Household Items and Automotive: Shoppers in these categories enjoy significant savings, with average savings of $38.84 and $30.17 per purchase, respectively. The high success rate of over 40% in these categories reflects the substantial benefits available.
• Apparel & Accessories and Personal Care & Beauty: These categories offer notable average savings per purchase ($31.89 and $17.98, respectively) and relatively high discount percentages (18.8% and 19.4%). This makes them attractive for coupon-savvy shoppers.
• Eating Out: Despite a lower average savings per purchase ($7.49), this category offers the highest average discount percentage at 20.3%, making it appealing for regular use.
• Travel: Although travel has the lowest coupon success rate at 29.8%, the average savings per purchase are the highest at $41.05. This indicates that while coupons are less frequently available, when they are, they offer substantial savings.

7. Seasonal Coupon Trends

Couponing in 2024 can be highly effective when aligned with seasonal and holiday trends. Retailers tend to offer more coupon codes in certain months, with varying degrees of discounts depending on the season. Understanding these trends can help shoppers maximize their savings.

Monthly Coupon Trends

Data breakdown:

• High Coupon Availability: Retailers offer a significant number of coupon codes in April, May, October, and November. These months are characterized by a surge in available discounts, aligning with seasonal shopping spikes and holiday preparations.
• November Discounts: November stands out for offering the biggest discounts of the year. Black Friday and the onset of the holiday shopping season contribute to substantial savings opportunities.
• Post-Holiday Sales: January sees a continuation of deals from the holiday season, offering moderate discounts as retailers clear out their holiday inventory.
• Valentine's Day and Spring Sales: February and March provide moderate discounts, driven by Valentine's Day promotions and spring sales events.
• Back-to-School and Summer Sales: August features back-to-school deals, while June and July offer summer sales, providing moderate discounts during these periods.
• Holiday Sales: December continues to offer moderate discounts, primarily focused on holiday shopping.

8. Top Social Media Platforms Used by Customers to Find Coupons

The popularity of social media platforms provides a powerful tool for businesses to distribute coupons and reach a broad audience. Choosing the right social media channel for your coupon marketing strategy can significantly benefit your business, driving engagement and boosting sales. But, do people still use coupons? The answer is a resounding yes, and social media plays a crucial role in this trend.

Top Social Media Platforms for Coupons

Leveraging these platforms for your coupon marketing strategy can help to reach the right audience effectively. Facebook and Instagram, in particular, offer robust advertising tools and insights that can help tailor your campaigns to maximize reach and impact. YouTube provides a platform for detailed product reviews and demonstrations, which can enhance consumer trust and encourage coupon redemption.

Facebook Groups and Twitter also offer unique advantages. By engaging with specific communities and using real-time updates, businesses can create a sense of urgency and exclusivity around their promotions. This approach can drive higher engagement and conversion rates.

9. High Influence of Coupons on Customer's Purchase Decisions

The presence of a coupon for a discount significantly affects buying behavior, often leading to increased sales and brand loyalty. The following statistics highlight the profound impact of coupons:

• Influence on Purchases: Over 85% of customers are influenced to purchase a product when a coupon code is offered. This underscores the powerful role that discounts play in driving consumer behavior.
• New Product Trials: 65% of customers are more likely to buy a new product if they have a coupon code for it, demonstrating how coupons can encourage experimentation and broaden a brand's customer base.
• Emotional Satisfaction: 40% of respondents in a survey reported feeling clever when they find the best coupons, experiencing emotional satisfaction from shopping with discounts.
• Brand Awareness and Loyalty: 68% of customers believe that coupon codes increase brand awareness and foster customer loyalty. This suggests that coupons not only drive immediate sales but also contribute to long-term brand engagement.
• Behavioral Change: A shopper behavior study conducted in 2018 showed that 83% of regular customers changed their purchasing behavior due to coupon codes. This highlights the strategic importance of coupons in altering consumer habits.
• Impulse Purchases: 39% of customers purchased a product just because of a coupon code, indicating that discounts can spur unplanned purchases and boost sales.
• Product Substitutes: 3 out of 10 customers buy a product substitute because of the effect of coupon codes. This shows that coupons can influence brand switching and help capture market share from competitors.

These facts illustrate the significant role that the most used coupon codes play in shaping consumer decisions. For businesses, incorporating coupons into their marketing strategy can lead to increased brand visibility, higher sales, and greater customer loyalty.

Customers not only appreciate the monetary savings but also the sense of smart shopping and satisfaction that comes with finding and using discounts. As such, coupons remain a vital tool in influencing purchase behavior and achieving business success.

10. Future Trends in Couponing

Projected Growth in Coupon Usage

• Digital Coupon Redemption: By the end of 2022, digital coupon redemption had surged to over $40 billion. This growth is projected to accelerate, with redemption rates expected to increase by more than 50% by 2025.
• Market Value: The global digital coupons market is projected to reach an impressive USD 34,460.19 million by 2032. This exponential growth highlights the shift towards digital platforms for savings and promotions.
• Mobile Coupons: As mobile device usage continues to rise, so does the preference for mobile coupons. Customers increasingly favor receiving and redeeming promotion code 2024 offers through their smartphones, making mobile a crucial channel for future couponing strategies.
• AI and Personalization: Emerging technologies such as artificial intelligence and machine learning are set to transform couponing by enabling highly personalized and targeted promotions. These technologies will help businesses tailor offers to individual shopping behaviors, enhancing the effectiveness of coupon campaigns.
• Social Media Integration: Social media platforms will continue to play a significant role in the distribution and redemption of coupons. With features like shoppable posts and integrated promotion code 2024 offers, social media will become even more critical for reaching and engaging customers.
• Sustainability: As consumers become more environmentally conscious, the demand for digital coupons over paper ones is likely to grow. Digital coupons not only provide convenience but also align with the growing trend towards sustainable shopping practices.

Key Trends

• Increased Online Presence: Businesses will need to enhance their online presence and optimize their websites and apps to cater to the growing demand for digital coupons.
• Enhanced User Experience: A seamless and user-friendly experience will be crucial. Businesses will need to invest in intuitive design and efficient redemption processes to keep customers engaged.
• Data-Driven Strategies: Leveraging customer data to understand preferences and shopping habits will be essential. This data will drive personalized coupon offers, making them more relevant and effective.

The future of couponing is undoubtedly digital. With significant projected growth in digital coupon usage and market value, businesses must adapt to these trends to stay competitive. Embracing technologies like AI, focusing on mobile platforms, and integrating with social media will be key strategies for leveraging the potential of promotion code offers. This shift not only meets consumer expectations but also offers businesses opportunities to enhance customer engagement and drive sales.

Sources of data: Statista, Ipsos, Semrush, Inmar, WhaTech