Consumer reliance on coupons rises with economic fallout from the pandemic

According to consumer research​ conducted by Valassis, online shopping and digital coupons are on the rise, but while paper coupons may be declining they still heavily influence what consumers buy and where they buy it.

Valassis’ survey found after the coronavirus outbreak, the percentage of consumers buying all or most of their groceries online climbed to 67% in 2020 from 58% the year before. It also found this percentage would be higher if they could use more coupons while shopping online. Specifically, 45% of consumers said they would shop online more if they could use more coupons – an increase from 37% in 2019.

But coupons aren’t just important to online shoppers. Valassis found 70% of consumers increased their savings behavior during the pandemic and 76% expect to continue these modified behaviors over the next year. This includes increased use of both paper and paperless coupons and discounts, which 60% of shoppers said they use to save money on groceries in 2020 compared to 53% in 2019.

To better understand how modern consumers are using coupons – both physically and digitally – and how retailers and brands can make the most of their promotional value post-pandemic, Sara Korab, retail trends director at, shares in this episode of FoodNavigator-USA’s Soup-To-Nuts podcast​ recent consumer research conducted by the coupon aggregator. She shares details about who uses coupons and why, what types of promotions are most appealing, logistics considerations surrounding digital and physical coupons and what steps brands and retailers need to take to make the most of coupons in the modern era.

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