Just over 8 in 10 (81%) adults claim to use discount coupons while shopping in-store with 6 in 10 (60%) claiming to check what retailers have on promotion before doing their weekly household shop. Recent research on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,008 adults aged 18+, sought to identify which shoppers are more likely to engage in this behaviour and where information is sought.
The usage of discount coupons and likelihood to review promotional information before shopping both increase with age and peak amongst those aged 55-64 years old. Interestingly, there is little difference evident in this behaviour between males and females.
Two thirds (66%) of those who check promotional offers are typically finding information online, with leaflets through the door being used by just over 4 in 10 (43%) and newspaper inserts being utilised by almost a third (32%). When combined, leaflets/inserts are used by almost 6 in 10 (57%) of those who check for promotions.
When it comes to attitudes to discount coupons, two in three (66%) adults would find it handy if discount coupons were made more readily available on smartphones with a significant proportion (36%) forgetting to bring them with them when shopping. For just over half (55%) of adults a discount coupon would entice them to try a product they haven’t purchased before.
Those aged under 34 are significantly more likely to struggle to keep track of their coupons, or forget them and as such would welcome the delivery of coupons to their smartphone to allow them to better keep track of their offers. Those aged 18-24’s are also most likely to feel that a coupon would make them try a product they have not previously purchased.
For further information and more in-depth analysis on shopper’s behaviour in relation to retailer promotional activity and their usage of discount coupons please contact Robbie Clarke at Empathy Research. [email protected]
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