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BizReport : Research archives : April 05, 2011

Survey finds Americans shopping smarter, not harder

When it comes to saving money, more Americans are turning to coupons to keep some green in their wallets. According to a recent Harris Interactive and survey 95% of Americans are now actively looking for some kind of savings program at the market. Most are either comparison shopping or using coupons to save.

by Kristina Knight

The survey further found:

• 72% of Americans are using coupons
• 71% are comparing the unit prices of packages of foods
• 66% are shopping at discount stores

More than half of consumers are also stocking up thanks to sales flyers or other special sales offers and many are now buying in bulk. But, what is perhaps of the most interest is that consumers in higher income brackets are more likely to use coupons or other savings methods than consumers who make less money.

"Food prices are expected to continue to rise this year to potentially all-time highs. Couple that with flat incomes, and increases in pricing of basic items such as food is like taking a pay cut," said Steven Boal, CEO of Incorporated. "Fortunately, consumers are savvier than ever when it comes to stretching budgets, and it's great to see that so many of them will take matters into their own hands when it comes to mitigating the effects of higher food costs."

Women are still more likely than men to utilize coupons or compare the unit prices of packaged goods; meanwhile college educated adults are more likely to use coupons than those without high school degrees.

Tags: coupon trends, coupon use, coupons,, Harris Interactive, online coupons, shopping habits

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