Recession prompts increase in coupon use

The survey, commissioned by RetailMeNot, found that 54% of American adults would reduce discretionary spending and re-evaluate their spending behaviour during an economic downturn.

When it came to the use of coupons, 86% said they had previously used coupons or discount codes. Over one in three respondents (37%) said that they would increase the use of such discount tools during a recession. More women (43%) than men (31%) would use discount coupons or codes, found the survey.

A significant number of respondents, 63%, said that they would not make a discretionary purchase if a discount or deal was not available.

“Retailers have a tremendous opportunity to cater to this audience and drive traffic to their e-commerce channels by offering more online coupons and discount codes,” said Guy King, co-founder of RetailMeNot.

Online and bricks and mortar stores were both places that American adults visited to find deals on discretionary purchases, with 56% each. Other places they seek out deals and discounts are:

- Direct mail brochures, catalogs and flyers (46%)
- Coupon books (38%)
- Outlet malls (24%)
- Television (18%)

Tags: coupons, discount codes, e-commerce, spending behavior