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BizReport : Ecommerce archives : August 08, 2011

Survey: Consumers most loyal to regular discounts, not one-offs

Looking ahead to the holiday shopping season, merchants are digging out discounting options - coupons, free shipping, deals of the day. But according to new data from RetailMeNot, most consumers (82%) are more loyal to merchants offering regular discounts, not one-offs or occasional coupons. So, should your holiday strategy begin early this year to engage and build up a more loyal base?

by Kristina Knight

Perhaps. But first, let's dig a little deeper into RetailMeNot's findings.

American consumers are by far the most thrifty coupon users, with more than 90% reporting they looked for and used a coupon. Shoppers in the Northeast (New York, New Jersey, Massachusetts) are use the most coupons, but coupon redemption is strong across the country. Nearly one-quarter of American consumers are using coupon sites (27%) or daily deal sites (22%), and shoppers are more likely to complete an online purchase with a coupon (81%). Just over half report they've finished a purchase without a coupon and without prompting to get a coupon.

As for when these shoppers are buying:

  • More than 46,000 coupons are redeemed during the 10:00 AM hour

  • Coupon use exceeds 40,000 redemptions hourly between 8:00 AM and 2:00 PM

  • Redemption rates ratchet back up between 5:00 PM and 6:00 PM

  • Just over 5,000 coupons are redeemed at 2:00 AM
  • Of those actively looking for coupons, travel related deals (hotel stays, airline tickets, rental cars) are some of the most sought after. Clothing, Pizza and Books are also in the top ten categories.

    By far the highest coupon usage happens on Black Friday and Cyber Monday, so it's a good idea to include coupons or coupon/QR codes within the holiday campaign, but with most shoppers reporting they're more loyal to 'regular discounts' it also makes sense to have coupons available throughout the year - because loyal consumers buy more and buy more often.

    Tags: coupon redemption, coupon use, ecommerce, online coupons, RetailMeNot

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    • Kristina--

      I'm glad you find our data interesting and useful. Appreciate the post!

      Meredith @



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