Valassis Research Highlights Strong Coupon Usage Among Affluent Shoppers

Desire to Save Doesn’t Vary by Income

LIVONIA, Mich.--()--A recent study by Valassis, a leader in intelligent media delivery, found that coupon use among the affluent continues to be strong despite their six-digit annual incomes. Consumers collectively saved $3.4 billion by redeeming coupons in 2015, according to NCH data, and affluent shoppers were no exception. Valassis’ research illustrates an opportunity for marketers to reach this group via integrated print and digital promotions.

Stemming from an in-depth survey of 1,000 consumers, 23 percent of whom were identified as affluent (household incomes of over $100K), the research also found that this group is highly receptive to digital and mobile offers.

Among affluent shoppers surveyed:

  • One-in-four (28 percent) of affluent coupon users have increased their use of coupons and their resulting savings in the past year;
  • More than half (56 percent) report that they enjoy using coupons and 87 percent believe that coupons save them a lot of money;
  • 88 percent use coupons from the mail and 84 percent use coupons delivered in the coupon book;
  • 81 percent find print coupons before shopping;
  • Half are using their smartphones or other mobile devices to help them save, and nearly one-third (29 percent) of these coupon users have increased their use of paperless discounts and the internet (31 percent) to find savings in the past year;
  • A majority report that coupons, discounts or offers influence their purchase decisions at retail, with 83 percent making purchases based on in-store discounts, 77 percent searching for deals in store circulars and 72 percent printing coupons from the internet for use in-store;
  • In their pursuit of savings, a majority are also influenced by coupons to try new products (86 percent) and to choose brands they would not typically buy (80 percent).

“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.”

For additional information on consumers’ shopping and savings behavior, including additional insights on the affluent consumer, please visit:

To access an infographic capturing these affluent shopper insights, please visit:

About the Coupon Intelligence Study

The Coupon Intelligence Study was conducted by global market research company Ipsos on behalf of Valassis and provides insight into consumers’ savings and shopping behavior within traditional consumer packaged goods (CPG) categories (food, over-the-counter medications, household items and health and beauty products).

About Valassis

Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. Valassis is a wholly owned subsidiary of Harland Clarke Holdings Corp.


Mary Broaddus, 734-591-7375

Release Summary

A recent study by Valassis found that coupon use among the affluent continues to be strong despite their six-digit annual incomes.


Mary Broaddus, 734-591-7375