Coupon Activity in 2009, Anticipates Long-term Savings Trend
Since the financial crisis deepened a year ago, coupon use has been on
the rise. Marketers made substantially more coupons available to
encourage consumer purchases, and shoppers responded by increasing
their coupon use by approximately 20 percent during the first half of
2009.
That double digit growth in coupon use started during the fourth
quarter of 2008 and coupon redemption has continued to rise ever since.
"Coupons are even more influential in consumer purchasing decisions
today due to the economic downturn as shoppers realize it's the smart
thing to do," says Charles Brown, Co-Chair of the PMA Coupon Council.
"Both manufacturers and retailers are promoting at a greater pace to
appeal to consumers who are seeking deals to stretch their budget and
changing their spending habits in ways that are expected to continue
permanently, even when the economy recovers."
PMA Coupon Council Co-Chair Matthew Tilley adds, "Given the new
frugality of American households brought on by the current economic
hardship, the interest in finding new and additional ways to save is
expected to continue. Coupons are a perfect fit as a convenient way to
save a good deal of money without a lot of effort. That's something
everyone likes to do, in good times and bad."
Coupon Statistics
• $3 billion of savings were achieved by consumers using packaged
goods coupons last year.
• More than $400 billion of packaged goods coupons are offered
annually.
• The average value offered per coupon is approximately $1.35.
• 94 percent of the overall population report that they have used
coupons when shopping (for grocery, household and healthcare items),
an increase of 5 share points.
• 89 percent of the overall population report that they have prepared
a shopping list using coupons, up from 78 percent who said they did so
a year ago.
September is National Coupon Month, which is sponsored by the PMA
Coupon Council. That makes September a great time for shoppers to
refine their coupon saving skills by better organizing the coupons
they receive, clip, or download to maximize their share of the $400
billion dollars of discounts available annually in the U.S.
"Once someone creates a coupon habit, they can achieve a lifetime of
savings," said Brown. "The typical family can easily save $1,000
annually by spending just 20 minutes a week seeking, clipping and
organizing their coupons. If you do that every year for the next 30 or
40 years, that's $30,000 or $40,000 at today's value of money. Imagine
how you can stretch your budget over time by routinely using coupons
when shopping."
"Organization is key," said Tilley. "Many shoppers sort coupons by
category and keep their coupons in a file or envelope. But no matter
how you organize your coupons the point is to be sure you take them
with you to the store. When it becomes part of your shopping routine,
the savings can be enormous."
For more information about coupon usage, coupon clipping tips and
more, please visit http://www.nationalcouponmonth.org.
About the PMA Coupon Council
Founded in 1994, the PMA Coupon Council is an advocacy group for
coupons within the Promotion Marketing Association. The group focuses
on providing education on, and promoting the use of, couponing among
manufacturers, retailers and consumers. Coupon research is conducted
by Coupon Council member companies, Inmar and NCH Marketing Services.
About the PMA
Established in 1911, the Promotion Marketing Association, Inc (PMA) is
the premier not for profit organization and resource for research,
education and collaboration for marketing professionals. Representing
the over $1 trillion integrated marketing industry, the organization
is comprised of Fortune 500 companies, top marketing agencies, law
firms, retailers, service suppliers and academia, representing
thousands of brands worldwide. Championing the highest standards of
excellence and recognition in the promotion and integrated marketing
industry globally, PMA's objective is to foster a better understanding
of promotion and integrated marketing and its role in the overall
marketing process. The PMA is headquartered in New York City with its
affiliate, the PMA Educational Foundation, Inc.
