New Valassis Research Points to Rise in Print and Digital Coupon Use

With More Than One-third of Survey Respondents Using Print and Digital Coupons Equally, Brands Must Embrace an Integrated Media Strategy

LIVONIA, Mich.--()--In advance of National Coupon Month, Valassis, a leader in intelligent media delivery, today announced the results of its 2016 Purse String Survey. The findings, produced by an online survey of nearly 9,000 value-seeking consumers, reveal insights about today’s shoppers, including their habits and preferences for saving. Results indicate that savings-oriented consumers today are driven by and utilize deals through all channels, including print, online and mobile.

When asked about their increased couponing behaviors over the past year, 58 percent of respondents reported using more print coupons, 38 percent said the same about mobile coupons and 32 percent are using online coupons or coupon codes more often. Nearly half of the respondents indicated they use six or more coupons per shopping trip with 27 percent using 10 or more coupons. By using coupons, 42 percent of those surveyed save $30 or more each week and 21 percent save $50 or more.

“Shoppers today are savvier than ever before, using all available resources to research products and find the best price,” said Curtis Tingle, Chief Marketing Officer, Valassis. “Our research indicates that consumers will continue to adopt new methods to shop and find deals. For this reason, brands must cater to the evolving, multi-tasking shopper, providing an integrated couponing strategy that crosses print, digital and mobile channels.”

Additional key findings from survey respondents point to several critical attributes marketers should consider:

  • Proximity: More than half of shoppers say they have visited a store, restaurant or other business after receiving an offer on their mobile device when they were near the business location.
  • In-store mobile: 72 percent of consumers say they have looked for coupons or offers while in-store via their mobile device; millennials (90 percent) and affluent shoppers with $100K+ household incomes (81 percent) are much more likely to do so.
  • Print relevance: 35 percent of shoppers use print and digital coupons equally while 51 percent say they print out digital coupons for use in-store.
  • Digital engagement: More than one-third report feeling “rewarded” by the number of deals/savings received in a given day via email, text, social and app notification.
  • eCommerce gaps: Over half would be more likely to shop for groceries online if they could use more coupons, with 66 percent of millennials agreeing.

To join us in celebrating National Coupon Month, share our infographic of select survey insights detailing behaviors of today’s coupon user.

About the 2016 RedPlum Purse String Survey

For the eighth year, in conjunction with National Coupon Month in September, RedPlum has conducted a savings survey to gain insight from today's shopper; learn more about their shopping behaviors; where consumers are looking for deals; what they are doing with their savings; and what influencers are driving their behaviors. The 2016 RedPlum Purse String Survey is based on insights from nearly 9,000 respondents. The survey was conducted on from May 16 to June 16, 2016.

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.


Mary Broaddus, 734-591-7375

Release Summary

In advance of National Coupon Month, Valassis, announced the results of its 2016 Purse String Survey based on nearly 9,000 value-seeking consumers.


Mary Broaddus, 734-591-7375