Most shoppers use coupons both to save money and for the enjoyment of getting a good deal. For those shoppers, saving a few cents off of a product pales in comparison to the rush they get from hunting out a coupon and feeling smarter for using it.

	89% of consumers say they use coupons when planning their shopping list.
	96% of coupon shoppers say they use coupons to choose the brands they buy.
	95% of coupon shoppers say that coupons influence them to try new products.

The Benefits of Promotional Marketing to Coupon Shoppers

Coupon shoppers love coupons because they are big volume shoppers. This makes them an attractive segment to retailers and marketers of consumer goods because their basket sizes tend to be larger. Coupon shoppers spent nearly three times more annually than households who don't use coupons in a two-year-study of shopper behavior by Valassis across four top grocery retailer chains. And coupon shoppers make more than twice the number of shopping trips per week compared to others.

Coupon shoppers are motivated to buy and try new products with coupons. 49% of redeemers using a Free Standing Insert (FSI) coupon had not purchased the promoted brand in the prior 12 months. (And, only 28% of the redeemers were brand switchers, having purchased another brand in the category within the 12-month-study period according to the same Valassis study referenced above which included coupon purchases across more than 270 FSI events.)

NOTE: Coupon shoppers are consumers who report that they either always, sometimes or rarely use manufacturer’s coupons for grocery, household and healthcare items at supermarkets, mass merchants and drug chains.