90% of Consumers use Coupons

BY Kathy Crosett
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Some of your clients might have been among the lucky businesses that experienced surging demand for their products and services during the pandemic. If other clients are struggling to attract attention after being closed for several months, they should remember that 90% of consumers use coupons. Restaurants, fitness centers and hair salons were hit particularly hard in 2020 and the first part of 2021. These establishments should use coupons and discounts to drive consumer interest and revenue.

The Power of Coupons

We might be entering a summer of optimism with consumers feeling ready to spend. Many shoppers have stimulus checks that they’d like to use. And after a year of not paying for gym memberships or extra salon services, they are ready for a little personal pampering.

The opportunity to get a deal will prompt some consumers to start shopping. A new survey by Vericast shows that 90% of consumers will use coupons or discounts at specific locations.  Grocery stores (70%), restaurants (64%), and beauty/​grooming supplies and services (37%) are top destinations for coupon use.

Consumers are also ready to celebrate the summer holidays in style. They’ll want to gather with friends and family members they weren’t able to see in person while the virus was raging. Entertaining can get a little pricey, so consumers will use coupons whether they are buying fireworks or grills for their Memorial Day (40%), Independence Day (40%) and Labor Day (33%) celebrations.

Coupon Use by Age Group

Some of us may picture the heaviest coupon users as penny-​pinching old adults. While that may be true, other emotions are at play when it comes to saving money. Half of consumers are “satisfied” when they get a discount while shopping. And 59% of 25–34-year-olds feel ‘excited’ about the opportunity to save during the purchase process. When your clients design their coupon programs, remind them to appeal to these emotions. The good feeling they generate in their customers will ensure return visits to purchase additional good and services at the regular price.

Coupon Use by Purpose

Back in the day, consumers might have hesitated to use a coupon or discount on a date. After all, who wanted to look cheap? Now, 36% of consumers aged 35–44 have no such qualms. They’ll use a coupon on a first date. Whether they’re visiting an amusement park or a restaurant, they want to position themselves as being fiscally responsible.

If your clients operate an ecommerce site, offering a discount online can be exactly what they need to attract new customers. Consumers find it very easy to shop online and click to purchase a gift for a friend these days. This process saves time, especially since they don’t have to visit a store to find out whether an item is in stock. Nearly all, 85%, of 18 to 24 year-​olds have used a coupon to purchase a gift. Keep in mind that this group of buyers is likely to have been hit hard by the job layoffs during the recession. They continue to be motivated to save money.

90% of Consumers Use Coupons

To learn more about how your clients’ target consumers respond to coupons and discounts, check out the AudienceSCAN profiles in AdMall by SalesFuel. When you share this data with clients, they’ll be convinced to promote their coupons and discounts through your media formats.