Sunday Newspaper Coupons/​Daily Deals on Track to Grow

Much  has been made of the daily deal phenomenon as consumers search for ways to save money on everything from massages to laser hair removal. And while digital coupons are growing quickly, most U.S. consumers are still turning to traditional sources for their coupons. Since the recession started, all of these numbers have skyrocketed.

Coupon use has jumped 24% since 2006 according to the latest Scarborough Research data. Marketers have been experimenting with a variety of digital formats and 22% of U.S. consumers now say they look at email or websites for coupons. But the most popular sources are the well-​known formats that have endured for decades:

  • Sunday Newspaper: 49%
  • In-​store coupons: 42%
  • Mail: 33%
  • In-​store circulars: 26%
  • Preferred customer/​loyalty cards: 24%
  • Weekday newspaper/​product packages: 19%
  • Magazines: 17%
  • Internet: 14%
  • Email/​Text message: 14%

Scarborough analysts commented that the daily deal trend offers opportunity to local media companies as well as local businesses. The research firm categorizes Digital Deal Seekers as having a demographic profile that will appeal to many marketers. These consumers  patronize specific types of businesses at a higher than average rate. Day spas, florists, pet supply stores and yoga centers could all boost business by targeting Digital Deal Seekers. In addition, this demographic group spends at least $200 a week on groceries, prefers to eat at Chinese restaurants, and comprises 39% of adults who have shopped at fine jewelry stores recently.

Based on these findings, it’s clear that coupon users are no longer limited to consumers who need to save money. These days, a successful coupon campaign can lead to a new and profitable relationship between a business and a shopper.

[Source: Consumers Wants the Best Deals. Scarborough Research. 10 Aug. 2011. Web. 23 Aug. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.