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BizReport : Ecommerce archives : September 01, 2016

Study: Most affluents are couponers

They may not go to the extremes of the couponers on cable television, but most affluent shoppers (81%) are printing coupons before heading out on shopping trips.

by Kristina Knight

There is new data out this week from Valassis that points to an interesting trend among affluent shoppers: despite their higher than average income, most are couponing. Valassis researchers polled 1,000 shoppers to ask about their coupon use; of those, 23% were defined as affluent.

One of the most interesting findings is that most say coupons influence their purchase decisions with 83% reporting they make purchases based on in-store discounts while 77% seeking out store circulars, and 72% printing coupons to use in-store.

"All consumers care about saving, regardless of income level," said Curtis Tingle, Valassis chief marketing officer. "Our study found that affluent shoppers are just as likely to take advantage of coupons as all consumers, as they still want to be smart about their spending. They are using both print and digital promotions, so in the age of omni-channel shopping, it is important that marketers use a balanced integrated media strategy to capture mindshare, build loyalty and drive both brick and mortar and e-commerce sales with affluent shoppers."

Some interesting findings from the report include:

• 1 in 4 affluent couponers have increased coupon use over the past year
• 56% say they 'enjoy' couponing
• 87% report couponing 'saves a lot of money'
• 84% use coupon book coupons, 88% use coupon mailers
• 50% use smartphones/tablets to access digital coupons/discounts

Overall, shoppers saved upwards of $3 billion during 2015, according to data from NCH.

Tags: affluent demographic, coupon trends, couponing trends, digital coupons, Valassis

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