Coupon Statistics Everyone Should Know About

Written By
Julija A.
July 06,2023

Most of us will agree there’s something very gratifying about using coupons to save money, but how much do we actually know about them? Even those who use coupons daily probably don’t know that the history of coupons goes back more than a century. 

It all started in 1887 when Asa Candler, an Atlanta businessman and the owner of Coca-Cola, decided to try something new and created the very first coupon. These hand-written coupons offered customers a free glass of Coca-Cola, and although many thought Candler was out of his mind, this marketing strategy made Coke the most popular nonalcoholic drink on the market. Coupon statistics further inform us that between 1894 and 1913, about 8,500,000 free glasses of Coke were given out to Americans through this first coupon program. It was the beginning of a tremendously successful marketing strategy. 

Today, we’re so used to coupons affecting our shopping decisions we don’t even notice it. To understand how coupons work and how they worked in the past, we bring you some of the most interesting statistics we’ve managed to dig out.

Key Coupon Statistics for 2023 - Editor’s Choice

  • In 2014, 16 billion digital coupons were redeemed worldwide.
  • The global mobile coupons market will reach $14.8 trillion by 2027.
  • Household items were the most searched online coupon category in the US in 2020.
  • In 2019, more than 25 million Americans used couponing apps.
  • In 2020, 92% of shoppers looked for special offers and coupons before buying online.
  • Online buyers who use coupons spend 24% more than those who don’t use them.

General Coupon Statistics

In 2020, 88% of US shoppers used coupons.


Based on a survey of 1,000 respondents Statista conducted in June 2020, 88% of them used coupons for shopping during 2020. This was a 6% decrease compared to 2019, when 94% of shoppers used coupons. 

The global mobile coupons market is expected to reach $14.8 trillion by 2027.

(Market Research)

According to stats Market Research has published, the global market for mobile coupons was estimated at $393.1 billion in 2020. These numbers were greatly affected by the COVID-19 pandemic, and based on the coupon market statistics, are predicted to rise in years to come. 

It’s projected that the global mobile coupon market will reach $14.8 trillion by 2027, trailing a compound annual growth rate of 67.9% over the period from 2020 to 2027. In 2020, the mobile coupon market in the US was estimated at $120.4 billion.

Coupons influence 86% of consumers to try new products.

(Business Wire)

In 2019, Valassis published its annual 2K19 Coupon Intelligence Report, “Empowered Shoppers, Evolving Expectations.” The report contained responses from 1,000 US consumers who were asked to share their shopping behaviors. Based on these statistics on coupon usage, coupons influenced 86% of respondents to try new products.

Eighty-nine percent of respondents said using coupons saved them a lot of money, and 85% of them confirmed they were willing to go to multiple shops looking for the best price.

In 2020, 92% of shoppers looked for special offers and coupons before buying online.


Based on Statista’s report with 1,200 participants from May 2020, 92% of shoppers search for coupons and special deals before purchasing something online. This survey was conducted among US shoppers, and it showed that only 8% of them rarely or never look for coupons when shopping online, which is one of the most important coupon statistics to know in 2021.

Online buyers who use coupons spend 24% more than those who don’t use them.


Blippr’s survey focused on 5,000 online shoppers and 17 online retailers. The results showed that online shoppers who use coupons spend 24% more than shoppers who don’t use them. 

Online coupon statistics from this report also revealed that 81% of respondents used their mobile devices to make at least one purchase, while 53% of online shoppers use physical coupons in addition to digital ones. 

50% of shoppers prefer to get their coupons via mail.


Even though times have changed, and most people prefer to receive all their mail in a digital format, things are a bit different with coupons. In March 2019, Valassis, a marketing technology company that studies customer behavior, published a coupon intelligence report with some riveting discoveries. The report showed that 50% of shoppers still prefer to get their coupons in the mail. 

Based on statistics about coupons and discounting from the report, 44% of customers wish to receive coupons from a coupon book in a newspaper, and 38% of them prefer to receive coupons on their mobile devices. 

In 2014, 16 billion digital coupons were redeemed worldwide.


Based on the data Statista published in cooperation with Juniper, 16 billion digital coupons were redeemed worldwide in 2014. Experts say these figures were mostly generated by mobile coupons.

39% of shoppers decide to buy a product sooner than planned if they have a coupon.


In 2018, Inmar published a Shopper Behavior Study that discovered some exciting coupon statistics and facts. Based on the study findings, 83% of buyers confirmed that coupons greatly affected their shopping habits. Or, to be more specific, 39% of respondents said they bought a product sooner than they intended to because they had a coupon.

In addition, 38% of shoppers confirmed they bought more than they usually would have because of a coupon.

30% of shoppers redeem their digital coupons within 24 hours.


Another interesting statistic from Inmar’s study informs us that 30% of buyers redeem their coupons in less than 24 hours, while 82% redeem a digital coupon in less than a week. 

According to various coupon statistics, one of the things that make coupon shoppers appreciate the whole process even more are personalized offers. Fifty-three percent of respondents confirmed they wanted relevant offers based on their previous purchases, while 51% said they wished to have exclusive offers based on their loyalty to a specific brand.

The Demography of Couponing 

89% of Millennials would try a new brand if they had a coupon for it.


A survey Statista published in May 2020 gives us insight into some distinctive Millennial habits when it comes to couponing. According to the survey, 89% of Millennial shoppers in the US are open to trying new brands if offered a coupon. According to these coupon usage statistics, Baby Boomers are least open to new brands, with “only” 76% of them interested in trying them out. Gen Z is right above them with 78%, and 86% of Gen Xers are willing to give a new brand a chance if they get a coupon for it. 

43% of Millennials share deals through social media.


Shoppers are often skeptical about new brands and reluctant to try them. Millennials rely heavily on social media for recommendations of new brands and finding promotions and special deals. According to some social media coupon statistics, 90% of Millennials share deals, and 43% of them do it through their social media accounts.

96% of Baby Boomers in the US used coupons in 2019.

(Coupon Science)

Based on the results of the Opportunity Health Center’s “2019 Coupon and Promo Code Use Study,” 96% of Americans older than 55 use coupons. Seventy percent of Baby Boomers use old-fashioned paper coupons, 32% confirm they use online coupons as well, and only about 17% of respondents use mobile coupons. 

Things are a bit different with the younger generations. Ninety-one percent of Gen Xers used coupons in 2019. The paper coupon usage in this category was 63%, 39% of them used online coupons, and 25% used mobile coupons. Last but not least are Millennials, with 87% of them using coupons. Forty-six percent of them confirmed they used paper coupons, 48% utilized online coupons, and 33% used coupons through their mobile devices.

48% of women in the US download digital coupons through their smartphones while in-store.

(Retail Dive)

Believe it or not, most shoppers use their smartphones to research products and check product information - while in the store. In fact, some shoppers rather do so than approach an actual sales representative. Based on some retailer coupon statistics found in the Retail Dive Consumer Survey, 48% of women in the US use their smartphones to download digital coupons while in the store. On the other hand, “only” 35% of men do the same. 

When it comes to comparing prices, it seems like men are in the lead. Sixty-three percent of them use smartphones to check and compare prices while in-store, compared to 46% of women doing the same thing.

73% of women use coupons to buy clothing and accessories.


A survey Statista conducted back in 2016 revealed some interesting stats on how male and female shoppers use coupons for various product categories. These coupon stats show that 73% of women use coupons to shop for fashion items and accessories, while 61% of men do the same. Sixty-three percent of female shoppers use coupons for cosmetics and personal care products, compared to 52% of male shoppers in the same category.

64% of men use coupons to buy food and utilize food delivery services.


We’ve already talked about how women use coupons across certain product categories, but what about men? According to Statista’s survey, 64% of male shoppers confirmed they use coupons to buy food or order it through some food delivery service. As per these coupon statistics, electronics are another category men like to spend their coupons on - 63% of them compared to just 41% of women. 

Another thing we learned from this survey is that 48% of men use coupons to shop for household appliances, followed by 35% of women.

80% of Gen Xers used coupons while planning their shopping lists during 2020.


The COVID-19 pandemic had and still has a great effect on our daily tasks, including grocery shopping. We all strive to maximize our savings, and Valassis has some exciting statistics to prove it. Thanks to its 2020 report, we found out that 75% of shoppers use coupons when planning their shopping list. Based on coupon research and statistics, 86% of Millenials have this routine, followed by 80% of Gen Xers and 72% of Gen Zers. Baby Boomers are the last on this list with 69%.

Receiving a coupon helps 82% of Millennial parents come to a decision to make a purchase.


Based on Valassis’s Consumer Intel Report from 2020, 60% of all surveyed shoppers confirmed receiving a coupon or a discount sped up their decision to purchase a particular product. Seventy-five percent of all parents - participants of this survey - agreed to this, compared to 82% of Millennial parents.

Student Coupon Statistics 

64% of students wish to receive student discounts and coupons via email.


Just like any other age group, students, too, have their specific financial struggles to tackle. Financing university education isn’t an easy task, and many students reach out for private college lenders to pay for their education and cover their living costs. 

And while couponing can’t really help you with financing your education, it can save you some pocket money. So it comes as no surprise that a survey conducted by SheerID revealed that 64% of students want to receive special discounts via email. 

One of the things that show digital coupon trends are booming is that 55% of students think that stores should post their student discounts on their websites, and 82.5% of participants would like to be reached by retailers via Facebook and Twitter.

In 2011, 21.7% of all coupon users in China were students.


According to some stats Statista published in 2011, US students aren’t the only ones who love coupons and student discounts. Based on the numbers from the survey, 21.7% of coupon users in China were students. Company employees were the most populous category with 29.4%, and only 7.7% of unemployed people used coupons, as per these coupon statistics.

86% of students would shop in their favorite shops more frequently if offered a student discount.


Believe it or not, in 2011, US college students spent $16 billion online. Many students don’t have time to visit brick-and-mortar shops and prefer to complete their purchases online. Most retailers know this and understand how important it is to find a way to reach them, which is why they now focus on offering online student discounts and coupons. Students greatly appreciate that, as demonstrated by these digital couponing and shopping behavior statistics. 

Eighty-six percent of students confirmed they would shop in their preferred store more often if offered student coupons and 73% of them said they would rather purchase from a business that offers online student discounts than from one that doesn’t.

69% of students would stay loyal to a retailer that offers student discounts.


Customer loyalty is one of the most critical factors for any serious business. Attracting new customers isn’t easy, but keeping them coming back is even more challenging. We’ve already talked about how students spend significant amounts of money online, which makes them a coveted target audience for any online retailer. These coupon statistics could point them in the right direction: 69% of students say they would prefer a company that offers student discounts over a company that doesn’t, and 61% say they would stay loyal to that company even after graduation.

Restaurant and Food Couponing

Couponers visit restaurants seven times a month, while non-couponers only do it 4.8 times a month.


The whole idea behind couponing is to save some money and then use it to buy some other products or enjoy some nice activity with your family and friends. Based on the restaurant coupon statistics we’ve analyzed, coupon users visit restaurants seven times a month on average. On the other hand, those who don’t collect coupons enjoy the same activity just 4.8 times a month.

Another exciting stat from Valassis’s research is that 77% of consumers admit to using coupons in restaurants. Fifty-four percent usually visit the same restaurants, but 20% of them are willing to switch to a different place if offered a coupon.

80% of Millennials use a grocery store savings app at least once a month.


According to the latest coupon statistics by Valassis, 61% of consumers have used a savings app from a grocery store, mass merchant, drugstore, or supercenter at least once a month since the beginning of 2021. Millennial parents are the dominant group, with 90% of them using such savings apps, followed by 86% of parents and 80% of Millennials who have similar habits.

Groceries are the top category for which Millennials seek coupons.


Back in 2017, Valassis published its RedPlum Purse String Survey that asked 8,550 consumers if they’d buy more groceries online if offered more coupons. And here is one of the most thrilling food coupon statistics collected from the survey: 53% of all the respondents said they spent more than two hours a week looking for special deals and promotions. 

Here’s what they were most interested in. The majority of Millenials - 93% of them, to be precise - were most interested in grocery coupons. The next categories on their wishlist were cosmetics (69%), clothing (62%), household items (60%), and restaurants (57%). 

Other Coupon Statistics

67% of shoppers made a purchase they initially didn’t intend to make because of a coupon.


Coupons can trigger purchases we initially didn’t intend to make. Based on a survey by RetailMeNot published in 2018, 67% of consumers made an unplanned purchase just because they had a coupon for it.

Four out of five shoppers would feel comfortable enough to make a first-time purchase with a new brand if it offered them a coupon. And based on coupon statistics for 2021, nearly a half would avoid brands that don’t offer any.

71% of shoppers look for coupons on store websites.


There are a lot of places to find coupons these days. You don’t necessarily have to buy newspapers and browse through coupon books to find good deals. Nowadays, customers usually turn to various websites and mobile savings apps when looking for coupons and special promotions. According to the report Valassis published in March 2019, the majority of customers - 71% of them - check store websites for coupons. Other coupon stats reveal that 68% of them check coupon websites while 50% hunt for coupons on social networking websites. 

Household items were the most searched online coupon category in the US in 2020.


During the pandemic, online coupon trends have significantly changed, and according to Statista’s survey from May 2020, the category online shoppers were most interested in was household items. Forty-eight percent of respondents confirmed they were looking to find coupons for these types of products. 

Unsurprisingly, the next category on the list was restaurant delivery options, with 41% of shoppers interested, and grocery delivery options with 40% of them. Together, these three categories paint a clear picture of digital coupon usage in the US during last year.

In 2019, more than 25 million Americans used couponing apps.

(RSA America)

It looks like in the past couple of years digital coupons have taken over the old-fashioned ones. And although paper coupons still have a higher rate of redemption, more and more Americans embrace digital coupons and turn to couponing apps instead of coupon books. There are plenty of possibilities when it comes to finding coupons online, and some of the top coupon apps available are Honey, Rakuten, and Ibotta.

Six out of 10 adults with a household income of $100,000 or more redeemed a coupon in 2010.


Contrary to popular belief, coupons are not reserved for those with low income. According to a survey by MarketingCharts from 2010, 61% of adults with a household income of $100,000 or more redeemed a coupon. This was for the period of six months before the survey was published. There are also some demographic stats on coupons that show that adults with a college degree were almost as twice as likely to use coupons than those who didn’t graduate from high school. 

55% of shoppers favor grocery stores that offer coupons over those that don’t.


There’s plenty of research that confirms how coupons at the back of receipts have a positive effect on a particular store or a brand. Coupons and loyalty points are marketing tricks probably no shopper is immune to, and they can greatly benefit any business and help it improve customer retention. Judging by a survey conducted by IndoorMedia in 2018, an astonishing 96% of respondents were most likely to recall coupons they received at the back of receipts. The categories they remembered the most were oil change, pizza, and other fast food products. 


Nowadays, coupons can be found everywhere around us, in the newspapers, at the back of a receipt, as well as on numerous coupon sites and coupon apps available to us. There are various statistics on coupon redemption that convincingly demonstrate how beneficial they can be both for businesses offering them and consumers. Saving-centric customers who have a savings account and similar financial habits are most likely to be drawn by a coupon campaign, although the stats we have gathered here indicate that generally speaking, all categories of consumers react well to coupons.


When was the first coupon in America issued?


In 1887, Asa Candler, the owner of Coca-Cola, came up with the idea of offering a free glass of Coke to customers who brought a coupon with them to the store. Based on some historical coupon statistics, between 1894 and 1913, one-in-nine Americans got a chance to try Coca-Cola as the company gave out coupons for 8,500,000 free drinks. And although many were confused by this novel business strategy, it launched Coca-Cola right to the top. By 1895, it was served in every state.

What demographic uses coupons the most?


Everybody loves a good coupon, but nobody loves it more than Baby Boomers. According to a study published by PRRI in 2019, 96% of the US population over the age of 55 use coupons. Generation X follows their lead with 91%, while Millennials come in third with 87%.

How big is the coupon industry in the US?


According to some coupon and discount statistics, the coupon-processing industry in the US is estimated to be worth more than $100 million. Just in 2016, 307 billion coupons were distributed in the US, and in 2020, online coupons were redeemed by 142.3 million people. As the trends are shifting, shoppers of all ages turn to online shopping, and the figures in the digital coupons market are expected to grow even more.

What percentage of coupons are actually used?


Most consumers like to receive free coupons, but what percentage of them are actually redeemed? Based on various analyses, only 50% of all free coupons received get redeemed. Another interesting finding among paper coupon stats shows that paper coupons have a higher redemption rate than digital ones. Paper coupons require more effort as we need to cut them out and save them for later. On the other hand, digital coupons are easier to forget as they come to us in the form of SMS or email.

How do manufacturers benefit from coupons?


Manufacturers - unless they sell the goods they produce to end-customers - benefit from coupons only indirectly, through retailers. Retailers, however, can benefit significantly from this marketing strategy: Various studies show that businesses that send coupons to their customers via email can have a 48% increase in revenue. Coupons increase customer loyalty, and, as we’ve already learned from the coupon statistics above, online shoppers who use coupons spend 24% more than shoppers who don’t use them.


About author

Albert Einstein is said to have identified compound interest as mankind’s greatest invention. That story’s probably apocryphal, but it conveys a deep truth about the power of fiscal policy to change the world along with our daily lives. Civilization became possible only when Sumerians of the Bronze Age invented money. Today, economic issues influence every aspect of daily life. My job at Fortunly is an opportunity to analyze government policies and banking practices, sharing the results of my research in articles that can help you make better, smarter decisions for yourself and your family.

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