coupon statistics

23 Coupon Statistics to Help You Save Money in 2024

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Coupons are shaping consumer behavior worldwide, from newspaper coupon clippings to unique codes and QR scans for coupon redemption. 

As technology continues to evolve and affect how we shop, digital coupons are an innovative strategy for retailers to reward their loyal customers, coupon statistics confirm.

Keep reading to learn some interesting coupon facts and stats and start saving on your next transaction!

Mind-blowing  Coupon Usage Statistics (Editor’s Choice)

  • 90% of consumers use at least one form of coupon during a transaction.
  • The value of digital coupons is estimated to increase two-fold from 2018 to 2022.
  • By 2025, more than half of consumers will be using digital coupons.
  • The number of coupon users was expected to rise to 1.05 billion in 2019.
  • By 2022, 80% of coupon redemption will be done via mobile phones.
  • Income doesn’t matter when it comes to coupon seeking and redemption, as 86% of consumers from the income group of $200,000 and above use coupons.
  • 93% of the time, Millennials are searching for coupons to buy groceries.

General Customers Coupon Statistics

What’s not to love about digital coupons? Deals are now offered at almost every transaction, and the regular use of coupons can boost the state of our personal finances

Of course, this all makes sense, as who doesn’t love a good deal? Companies get happy and loyal customers, while customers get a bunch of irresistible bargains! It’s a win-win situation for everyone involved!

Let’s examine the stats.

1.    90% of consumers use a form of coupon during their buying process.


Coupon trends show that Millennials and younger generations make up the majority of both paper and paperless coupons or discounts users. 

Among this, one-quarter of Millennials claim to spend over four hours a week searching for the next big deal. This scenario correlates with Millennials making up much of the global middle class.

2.    93% of the time, Millennials are searching for coupons to buy groceries, supermarket coupon use statistics confirm.

(Media Post)

When surveyed the topic, the top five categories where Millennials look for coupons are

  • Groceries – 93%
  • Cosmetics69%
  • Clothing62%
  • Household items60%
  • Restaurants57%.

3.    $3.1 billion is the amount consumers saved with consumer packaged goods (CPG) coupons in 2017.

 (NCH Marketing)

And that’s not all:

2018 saw double this amount of savings on consumer packaged goods, as $1.4 billion in savings were achieved by mid-2018.

4.    Digital coupon statistics for 2020 suggest that 142 million people in the US will use coupons this year.


According to an analysis of the number of people in the US who redeemed coupons between 2015 and 2021, the number is skyrocketing. In 2016, 126.9 million Americans redeemed digital coupons. 

This figure is estimated to grow to 142 million in 2020 and 145.3 million in 2021.

5.    Within the next three years, coupon redemption statistics for digital coupons are estimated to increase over $91 billion.

(Juniper Research)

As of 2017, the value of digital coupon redemptions was $47 billion. Nevertheless, this number is estimated to increase two-fold by 2022 to a whopping $91 billion

This increase is the result of consumers opting to purchase items via their mobile phones, with most brands offering mobile-optimized browsing of their online stores.

6.    By 2025, the percentage of people using digital coupons will increase by more than half, at 56.5%.

(Orian Research&Outerbox)

In 2019, one out of three online purchases were completed via mobile phones. 

Even during large sale seasons like Black Friday and Cyber Monday, almost 40% of sales came via mobile purchases, and this also includes sales from physical stores.

During Cyber Monday 2019, more than half of all buyers used mobile devices to browse and shop.

7.    There were 1.05 billion coupon users in 2019.

(Juniper Research)

Statistics on coupon usage show that in 2018, there were 560 million people who used coupons. According to Juniper Research, the number of users doubled to 1.05 billion people in 2019 due to retailer engagement via numerous mobile channels.

8.  Mobile coupon statistics show that by 2022, mobile coupons will dominate the coupon game, as 80% of redemptions are expected to be done via mobile phones.

(Business Wire)

It should come as no surprise that consumers are inseparable from their mobile phones. 

Research by Lauren Foye for his study on Mobile & Online Coupons: Leading Vendors, Technologies, and Market Forecasts 2017-2022 states that SMS remains an essential channel for consumer outreach

Key takeaway:

Consumers are more inclined to respond to personalized offers via SMS than email marketing. Click To Tweet

9.    Discounts and coupons are the number one factor in driving customer loyalty.


With so many consumers using discounts each day, it has proven to work in gaining customer loyalty. The more coupons a brand offers, the more likely its customers are to shop there again.

10.  Coupon code statistics show 86.9% of Brits and 95.4% of Americans have used an online coupon at least once in their lifetime.


Consumers in the US spend a whopping 13 million hours per week, while shoppers in the UK spend 2 million hours a week searching for discounts. 

However, consumers are successful in finding a deal only half of this time.

11.  97% of customers will search for deals while shopping.

(Hawk Incentives Research)

Now that so many retailers are offering digital coupons, consumers are taking advantage of deals by always being on the lookout for the next big bargain. Of this, 56% of consumers claim that they are more likely to search for deals this year than the last.

More Coupon Statistics and Savings

coupon statistics

12.  62% of consumers claim to shop according to their available coupons.


86% of consumers prepare their shopping lists before stepping into a store, and retailers know this. 

So, retailers take advantage of this fact by using coupons to sway customers into making a purchase. This is a great way to clear stocks that are expiring or not doing well on the shelves. 

What’s more:

Coupons have caused 39% of consumers to purchase a product sooner than planned. 

Additionally, 39% of consumers report purchasing a new and unfamiliar brand, whereas 18% of these consumers have been known to switch back to their original brand once there is no coupon for redemption.

13.  17% of online consumers have reported installing “coupon-finding” extensions on their browsers.


With so many deals out there, there are now a bunch of these “coupon-finding” extensions to choose from. Shoppers do this so that they will never miss out on the next big deal.

And who’s to blame them?

14.  86% of consumers with household earnings of above $200,000 use coupons.


The use of coupons is not just for consumers who are on a budget. 

As it turns out, people from all income groups take advantage of deals. For example, 86% of those in the $200,000 and over group use coupons, while the percentage is 85% for the group with income between $100,000 to $149,000, and 87% in the group between $20,000 and $39,000.

15.  Statistics of women who use an online coupon show female shoppers spend 60% more of their time searching for deals than males.

(Sail Thru)

Women enjoy online shopping more than men (51% vs 37%). They are also the ones who spend more time searching for deals (60%) as compared to male consumers (46%).

16.  59% of shoppers said digital coupons are most effective when it comes to influencing purchase decisions.

(Invest PCRO)

Coupons are a great way for retailers to compel customers to buy something. 60% of shoppers love receiving digital coupons, and 50% are more likely to go in-store if they receive a coupon.


17.  Email coupons can bring a 48% increase in revenue for each email sent, coupon statistics reveal.

(Invest PCRO)

Email marketing has been known to work, especially if the emails contain a coupon for redemption. 

Check this out:

When an email contains a discount opportunity, it has a 14% increase in open rate, a 34% increase in unique clicks, and the chances of a successful transaction go up by 27%

Overall, there is a 48% increase in revenue from each email sent.

18.  Consumers who use coupons spend 37% more than regular shoppers.


Retailers who offer regular discounts and coupons record higher average order volumes from customers who use them than customers who don’t. This is because while consumers think they are saving more with the discount, they also end up buying more items.

Fun Facts about Coupon Usage

As we already know, consumers are constantly on the lookout for sweet deals and bargains, especially in the mobile or digital setting. 

Let’s face it:

It’s simply too easy to find deals that can ultimately save you thousands. All you just have to know is where to look. Let’s see how most shoppers use their coupons.

19.  Mobile coupon marketing shows that 93% of Millennials use their cell phones to compare online and in-store prices.


Before consumers make purchase decisions, especially significantly expensive ones, most of them tend to do their research. Coupon advertising statistics show that retailers can use this to their advantage by offering competitive prices either in-store or online. 

Consumers will be happy and content with a great deal they have just landed.

20.  Online coupon statistics show eight in ten shoppers will search for discount codes before completing an online transaction.


Half of these shoppers claim they will hunt for at least half of the purchases they make. 28.6% of them are always on the lookout to save each time they add something to their carts.

21.  53% of shoppers want to get offers based on their buying habits.


Unsurprisingly, customized offers encourage more purchases, as more than half of consumers seek relevant offers based on their purchase history. 51% of those consumers want to be rewarded for their brand loyalty, and another 51% want regular access to new offers.

22.  47% of American consumers feel smart and excited when they qualify for an offer, coupon statistics reveal.

(Globe-News Wire & Wiley Online Library)

36% of American shoppers claim to feel special, while 34% feel honored. 

On the other hand: 

86.4% of consumers get frustrated when they miss out on a bargain, and 1 in 3 consumers feel betrayed when retailers do not promote their special offers. 

Consumers tend to feel regret when they miss a deal or when there are special offers available for certain types of customers (like new customers).

23.  Digital coupon statistics show 24% of shoppers have unfollowed or unliked brands on Facebook for not offering enough deals.

(Deal Drop)

Discounts and offers have a direct impact on consumer behavior. In fact, 22.4% of shoppers even claim they will ask for a full refund if they missed out on a deal.


Q: What percentage of people use coupons?

A: 90% of consumers claim that they will use at least one form of coupon or discount during their buying process, discount statistics reveal.

Q: What percentage of shoppers used a coupon in 2012?

A: In 2012, only 79.8% of consumers regularly used coupons in their purchases. During this time, digital coupons were still in their infancy, which explains the significantly lower percentage of consumers who used coupons during their purchases.

Q: What is a good coupon redemption rate?

Average coupon redemption rates from email coupons via desktop channels are at 2.7%. Coupons received via smartphone applications have higher redemption rates of between 8% to 16%. Retailers who offer both email and SMS coupons see even higher redemption rates of between 15% and 25%.

Q: Are coupons effective?

A: Judging by the way coupons have evolved, yes, coupons are very effective. Everyone loves deals and discounts and will jump on every opportunity to save money online

In fact:

91% of shoppers agree that they are more likely to revisit a business that offers coupons and discounts, coupon statistics confirm. 

However, it isn’t as easy as just offering discounts. You’ll have to come up with innovative and fresh coupons that cater to your customers’ needs.

Q: What is a digital coupon?

A: Digital coupons are the result of technological innovation and the increasing importance for retailers to offer discounts to customers. They include promotions, offers, and discounts offered by retailers to customers. Their goal is to entice customers to make a purchase at an online setting. 


Today’s coupons have evolved far beyond simple newspaper clippings, revolutionizing consumer behavior. We can see this phenomenon clearly when we look at the latest coupon statistics worldwide

Here’s the deal:

Retailers and brands who are yet to jump on the bandwagon will lose out on increased average order volume and overall revenue

As coupon industry statistics show, coupons not only have the power to sway a consumer’s purchase decisions but can also build loyalty towards a certain brand. 

Bottom line:

Brands and retailers need to incorporate digital coupons in their business plans in order to stay ahead of the market. Click To Tweet