Most shoppers use coupons both for the cost-savings benefit AND the deal-enjoyment factor. 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.

	88% of coupon shoppers say they use coupons when planning their shopping list.
	66% of coupon shoppers say that they are often able to combine coupons with other in-store specials, sales or frequent shopper card discounts.
	63% 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 spend 76% more annually than total households. Heavy coupon shoppers (12+ coupons annually) spend 197% more annually than total households, and generate 2 1/2 times more shopping transactions annually.

Coupon shoppers are motivated to buy and try new products with coupons. 61% of redeemers using a Free Standing Insert (FSI) coupon had not purchased the promoted brand in the prior six months. (And, 48% of the redeemers had not purchased the brand in the past 52 weeks.)

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.