The latest Coupon statistics show how the use of coupons has become an essential part of shopping. With more consumers turning to digital solutions, studies reveal that over half of U.S. shoppers use digital coupons regularly.
As people seek more ways to save money, the popularity of mobile and online couponing continues to grow. These trends highlight how coupons influence buying behavior and drive customer loyalty.
Understanding these coupon statistics can help businesses better cater to cost-conscious shoppers and improve marketing strategies.
Coupon Statistics 2024: Top Picks
- Over 90% of consumers have used at least one coupon in the past 12 months.
- In the United States, 62% of consumers actively seek promo codes, discounts, or coupons when shopping online.
- 14% of online shoppers in the U.S. reported that they always take advantage of coupons.
- The redemption rate for digital coupons is around 7% or higher.
- 48% of people in the U.S. discovered digital coupons through search engines.
- Coupon codes enable shoppers to save an average of $1,465 per year.
- 67% of consumers have made purchasing decisions solely based on a coupon discount.
Coupon Industry
The Digital Coupon Product Market Size was recorded to be $1.79 trillion in 2023.
The market is estimated to grow at a CAGR of 18.5% from 2024 to 2030, reaching $6.83 trillion by the end of 2030.
The rapid growth in the e-commerce industry has been driving the growth of the digital coupon product market.
The main platforms that utilize digital coupons are websites, email marketing campaigns, mobile applications, and social media channels.
The major players in the industry are digital advertising agencies, technology suppliers, coupon aggregators, brands, and merchants.
Source: Verified Market Reports
The mobile coupon market was estimated to be valued at $596.4 billion in 2023.
Further, the market is predicted to reach $1.6 trillion by the end of 2030. Between the projected period of 2023 and 2030, the market is estimated to be growing at a CAGR of 12.7%.
Besides, the mobile coupon market in the United States was estimated to be valued at $174.6 billion in 2023.
Further, China was recorded to be the world’s second-largest economy and is estimated to reach a projected market value of $242.5 billion by 2030 after growing at a CAGR of 16.9% between the forecasted period of 2023 and 2030.
Other markets that contribute significantly to the Mobile Coupon market are Canada and Japan, which are estimated to be growing at a CAGR of 11.7% and 10%, respectively, between 2023 and 2030.
Additionally, Germany is the largest Mobile Coupon market in the United States, growing at an approximate CAGR of 11% in the forecasted period.
Source: Yahoo Finance
Coupon Usage Statistics
In the United States, 62% of consumers are actively looking for promo codes, discounts, or coupons when shopping online.
According to data from SimplyCodes in June 2024, nearly one in three consumers use coupons for their purchases.
When it comes to finding these deals, 59% of people turn to Google, while 46% visit coupon websites like RetailMeNot, and 41% prefer using retailer apps or websites to snag their discounts.
Source: eMarketer.
In the United States, 35% of consumers access or download digital coupons while shopping in-store as of 2024.
Additionally, 40% of shoppers use their phones to search for discounts and promotions while shopping.
Source: eMarketer.
In 2024, 33% of grocery shoppers in the United States reported an increase in their use of coupons, a rise from just 26% in previous years.
Additionally, 83% of grocery shoppers consider prices when purchasing, highlighting the growing emphasis on cost awareness in the grocery retail sector.
Source: eMarketer.
Over half of online shoppers in the United States stated that they occasionally use digital coupons.
Meanwhile, 14% reported that they always take advantage of coupons.
Additionally, 22% of these shoppers mentioned that they use digital coupons almost every time they make a purchase, while 13% indicated that they use them for roughly half of their transactions.
Here is a table highlighting the usage frequency of digital coupons in the United States:
| Frequency Of Digital Coupon Usage | Percentage Of Online Shoppers |
|---|---|
| Occasionally | 51% |
| Almost every time | 22% |
| Always | 14% |
| For half of purchases | 13% |
Source: Statista
57% of shoppers in the United States prefer digital coupons as of 2023.
The majority of the shoppers in the United States prefer to use digital coupons over paper coupons.
Only 43% of the shoppers in the country use paper coupons.
Source: Statista.
Two-thirds of consumers stated that a percentage off coupon is their most preferred type of digital coupon.
Meanwhile, over 6 in 10 consumers prefer ‘Buy one, get one free’ coupons the most.
Besides, 57% of consumers stated that they prefer free shipping coupons the most.
The following table displays the types of coupons preferred by consumers in the United States.
| Type of Coupon | Preferred By Percentage Of Consumers |
|---|---|
| Percentage off | 67% |
| Buy one, get one free | 61% |
| Free shipping | 57% |
| Fixed amount off | 48% |
| Other | 1% |
Source: DontPayFull
Average Coupon Redemption Rate
On average, the redemption rate of digital coupons is 7% or higher.
177.9 million consumers redeemed a coupon in 2022. That accounted for 68.2% of the adults in the country.
Source: Talon.One, Capital One Shopping Research.
In the first half of 2022, coupon redemption fell down by 19%.
The redemption rate went down from 465 million to 375 million during this time.
At the same time, coupon distribution rates decreased by 17%.
The coupon distribution rates went down from 95 billion to 79 billion. Only 0.47% of the total coupons issued were redeemed in the first half of 2022.
Source: Capital One Shopping.
Digital coupons have a redemption rate of 33.3%.
Digital coupons have the highest redemption rates compared to other coupon types.
Meanwhile, the redemption rate of free-standing insert coupons is 24.2%. These coupons have the second-highest redemption rate.
Further, the instant redeemable coupons have the third highest redemption rate.
Here is a table displaying the redemption rates of coupons by type.
| Coupon Type | Redemption Rate |
|---|---|
| Digital Coupons | 33.3% |
| Free Standing Insert | 24.2% |
| Instant Redeemable Coupons | 15.3% |
| Other | 27.2% |
Source: Capital One Shopping.
93% of US digital coupon users are estimated to access the vouchers through smartphones in 2024.
The percentage of people using coupons on their smartphones has increased over the years and is estimated to increase further and reach 93.8% by 2026.
On the other hand, only 42% of tablet users are anticipated to use coupons through tablets in 2024. The tablet adoption of coupon usage has remained stagnant over the years and it is estimated to remain the same over the upcoming years.
The following table displays the percentage of digital coupon users by device preferred.
| Year | Coupon Usage on Smartphones | Coupon Usage on Tablets |
|---|---|---|
| 2020 | 85.5% | 42.4% |
| 2021 | 89.3% | 42.2% |
| 2022 | 91.5% | 42.2% |
| 2023* | 92.3% | 42.1% |
| 2024* | 93% | 42.0% |
| 2025* | 93.5% | 41.9% |
| 2026* | 93.8% | 41.9% |
*- Estimated Values
Source: EMarketer.
How Do Coupons Influence Shopping Behavior?
64% of retail media decision-makers at brands consider digital coupons an effective strategy for driving sales.
Additionally, 67% of brand advertisers in the U.S. consumer packaged goods sector expect that both digital and physical coupons will be integral components of retail media offerings moving forward.
Source: marketer.
67% of the consumers made a purchase solely based on finding a coupon.
A study highlighted that two-thirds of consumers made a purchase they weren’t planning completely based on the coupon or discount they came across.
Further, 80% of the consumers stated that they were encouraged to make their first purchase from a brand offering a coupon or a discount.
Furthermore, 93% of the consumers stated that they are making repeat purchases with retailers offering good discounts. Besides, nearly half of the consumers stated that they are more likely to avoid brands that do not provide any offers or coupons.
Source: RetailMeNot
19% of consumers purchased a new product after being inspired by a coupon or a deal.
Social media websites and apps are the largest inspiration for new purchases in the United States, with nearly half of consumers purchasing a new product after coming across it on social media.
Meanwhile, nearly 1 in 5 consumers are lured to purchase a new product due to exclusive coupons and deals.
The following table displays the sources of inspiration of consumers in the United States to purchase a new product as of March 2024.
| Sources of Inspirations | Percentage Of The Shoppers In The United States |
|---|---|
| Social media websites and apps | 46% |
| Friends and acquaintances | 44% |
| In the store | 43% |
| Search engines (e.g., Google) | 41% |
| Online stores | 37% |
| Video websites and apps (e.g., YouTube) | 34% |
| Customer reviews | 27% |
| Brand websites and apps | 25% |
| Coupon and deal websites and apps | 19% |
| Influencers/content creators | 19% |
| Magazines and newspapers | 16% |
Source: Statista.
13% of the consumers stated that coupons and deal websites are a good source of information to know about a product.
The majority of consumers stated that search engines are a good source of information to know about a product.
Besides, one-third of consumers consider online stores to be a good source of information, while nearly 3 in 20 consumers said that coupon websites are a good source of information about a product.
The following table displays the sources of information to learn about a product as of 2024.
| Sources of Information | Percentage of Consumers |
|---|---|
| Coupon and deal websites and apps | 13% |
| Price comparison websites | 15% |
| Online forums | 16% |
| Video websites and apps (e.g., YouTube) | 25% |
| Friends and acquaintances | 26% |
| Social media websites and apps | 27% |
| Brand websites and apps | 28% |
| In the store | 31% |
| Customer reviews | 32% |
| Online stores | 33% |
| Search engines (e.g., Google) | 53% |
Source: Statista.
Coupon Usage By Demographics
Over half of the Boomers in the United States are likely to use coupon codes or discount codes in response to inflation in Q1 2023.
Most Boomers preferred coupon codes, while millennials were least likely to use coupon codes in response to inflation.
In comparison, the majority of the GenZ were most likely to purchase used products, while Boomers were least likely to.
The following table displays the impact of inflation on online purchases by people in the United States.
| Generation | Use Coupon Codes/ Discount Codes | Buy Items On Sale | Buy Used Products |
|---|---|---|---|
| GenZ | 38% | 41% | 21% |
| Millennials | 33% | 42% | 17% |
| GenX | 44% | 60% | 20% |
| Boomers | 57% | 73% | 11% |
Source: Statista
In 2023, 96% of adults over 55 stated that they had used coupons in the past year.
Further, 91% of the adults aged 35 to 54 and 87% of the adults aged 18 to 34 used coupons in 2022.
7 in 10 adults aged over 55 years used paper coupons, while 32% used online coupons and 17% used mobile coupons in the past year.
The following table displays the percentage of adults that used coupons in 2022 by age group according to the data recorded in 2023.
| Coupon Type | 18 to 34 Years | 35 to 54 Years | Over 55 Years |
|---|---|---|---|
| Used Coupons | 87% | 91% | 96% |
| Paper Coupons | 46% | 63% | 70% |
| Online Coupons | 48% | 39% | 32% |
| Mobile Coupons | 33% | 25% | 17% |
Source: Coupon Science.
How Do Consumers Find Coupons?
48% of people in the United States reported discovering digital coupons through search engines.
Meanwhile, 44% indicated they use coupon websites to find these deals. Additionally, more than one-third of shoppers preferred using social media as their primary source for searching for digital coupons.
Here is a table displaying the channels online shoppers in the United States use to find digital coupons:
| Channel | Percentage Of Online Shoppers |
|---|---|
| Search engines | 48% |
| Coupon websites | 44% |
| Mobile apps | 43% |
| Social media | 34% |
| Coupon browser extension | 32% |
| Newsletters from retailers | 21% |
| Other | 2% |
Source: Statista
47% of the consumers stated that they find coupons from the emails the brand sends.
At the same time, 46% of the consumers stated that they found the coupons from online searches.
Further, one-third of the consumers said they find discounts from coupon websites. Another one-third stated that they found the coupons from the previous purchases.
The following table provides further information about the sources from which consumers find coupons.
| Coupon Source | Percentage Of Consumers |
|---|---|
| Emails from Brands | 47% |
| Online Searches | 46% |
| Coupon Websites | 34% |
| Coupons from previous purchases | 33% |
| Emails from coupons/deal aggregators | 28% |
| Mail Catalogues/ Flyers | 22% |
| Social Media Posts from the Brands they follow | 21% |
| Browser Extensions | 21% |
| Social media paid ads | 16% |
| Social Media Influencers | 13% |
| Podcast Advertising/ Sponsorships | 7% |
Source: Coupon Follow
4 in 10 consumers prefer to search for a coupon before shopping online.
The majority of consumers in 2023 reported that they prefer to look for coupons or discounts before they start shopping online.
At the same time, 37% of consumers in 2023 stated that they search for coupons while they are shopping, and 17% of online shoppers stated that they usually look out for coupons right before they checkout.
Source: Statista
73% of the online shoppers in 2023 were willing to sign up for emails in exchange for a 20% off coupon.
At the same time, 67% of the shoppers were ready to sign up for emails in exchange for a 10% discount.
Further, nearly two-thirds of the shoppers were ready to take a short survey to receive a 20% off coupon.
Here is a table displaying the actions that shoppers are ready to take in exchange for a coupon offering 10% or 20% off.
| Action Taken To Receive a Coupon | For a 10% Off Coupon | For 20% Off Coupon |
|---|---|---|
| Sign up for emails | 67% | 73% |
| Take a short survey | 61% | 63% |
| Sign up for texts | 36% | 41% |
| Download an app | 26% | 32% |
| Sign in to a website with my social media accounts | 17% | 22% |
| None of the above | 9% | 8% |
Source: Statista.
51% of consumers occasionally search for coupons while shopping online.
Conversely, 22% of the consumers stated that they search for coupons almost every time when purchasing online.
Further, 14% of shoppers always search for coupons, and 13% search for half of the purchases.
Source: DontPayFull.
A recent survey found that one-third of online shoppers in the United States dedicate at least 5 to 10 minutes to searching for digital coupons.
In contrast, only 2% of these shoppers reported spending more than one hour in their search for coupons. Notably, 80% of shoppers invest less than 20 minutes looking for digital deals, indicating that most consumers prefer a quicker search process.
Here is a table displaying the time spent by online consumers in the United States searching for coupons:
| Time Spent Searching Digital Coupons | Percentage Of Online Shoppers |
|---|---|
| Less than 5 minutes | 26% |
| 5-10 minutes | 34% |
| 10-20 minutes | 20% |
| 20-30 minutes | 12% |
| 30-40 minutes | 4% |
| 40-50 minutes | 2% |
| More than one hour | 2% |
Source: Statista
How Much Do Consumers Save With Coupons?
Coupon codes help a shopper to save an average of $1,465 per year.
Of that, $316 is saved on food at home, while $272 is saved on household items.
Besides, the coupons help the users to save $160 on entertainment and $264 while eating out.
Here is a table displaying the distribution of the total savings shoppers are able to make with the help of coupons in different categories.
| Category | Savings Through Coupons |
|---|---|
| Food at home | $316 |
| Household Items | $272 |
| Eating Out | $264 |
| Entertainment | $160 |
| Automotive | $138 |
| Apparel and accessories | $135 |
| Personal care and beauty | $66 |
| Alcohol | $47 |
| Travel | $37 |
| Tobacco & Smoking | $26 |
| Reading | $5 |
Source: Coupon Follow
4 in 10 consumers expect to save 10% to 20% through coupons on their shopping cart.
Meanwhile, one-third of consumers anticipate to save 20% to 30% through coupons on their shopping cart.
On the other hand, just 7% of consumers expect to save less than 10%, while just 4% of shoppers expect to save between 40% and 50% on their shopping carts through coupons.
The following table displays the percentage of discount that consumers expect to get through a coupon on their entire shopping cart.
| Percentage of Discount Through Coupon | Expectations Of The Share Of Consumers |
|---|---|
| Less than 10% savings | 7% |
| 10% to 20% savings | 40% |
| 30% to 30% savings | 33% |
| 30% to 40% savings | 5% |
| 30% to 40% savings | 4% |
| Over 50% savings | 11% |
Source: DontPayFull
29% of consumers stated that they can save less than $10 with digital coupons.
Further, one-third of the consumers are able to save between $10 and $25 in a month with coupons, and nearly 1 in 10 shoppers said that they saved between $50 and $100 with the help of coupons.
The following table displays the breakdown of the consumers according to the monthly savings made through coupons.
| Monthly Savings | Percentage Of Consumers |
|---|---|
| Less than $10 | 29% |
| $10 – $25 | 35% |
| $25 – $50 | 23% |
| $50 – $100 | 9% |
| Over $100 | 4% |
Source: DontPayFull
Coupon Code Success Rate
26% of online shoppers in the United States believe that digital coupons they find on the internet are effective only 10% to 30% of the time.
In contrast, just 9% of shoppers reported that the coupon codes they found were successful more than 90% of the time.
Furthermore, over half of online shoppers indicated that the coupon codes they encounter fail to work about 50% of the time.
Here is a table displaying the success rate of the digital coupon found online:
| The Success Rate Of Coupon | Share Of Online Shoppers |
|---|---|
| Less than 10% of the time | 14% |
| 10-30% of the time | 26% |
| 30-50% of the time | 24% |
| 50-70% of the time | 17% |
| 70-90% of the time | 10% |
| Over 90% of the time | 9% |
Source: Statista
Consumers are 45.9% likely to find a coupon code when shopping for food at home.
Consumers, on average, are likely to save $12.02 per purchase of food at home with the help of a coupon.
Conversely, consumers are least likely to find a coupon for traveling.
On the other hand, consumers are likely to save the lowest average on each purchase while purchasing something from the reading category.
The following table displays the coupon code success rate and the average savings per purchase for different categories.
| Category | Coupon Success Rate | Average Savings Per Purchase | Average Discount |
|---|---|---|---|
| Food at Home | 45.9% | $12.02 | 15.8% |
| Household Items | 41.2% | $38.84 | 15.9% |
| Eating Out | 38.6% | $7.49 | 20.3% |
| Entertainment | 34.7% | $21.80 | 14.4% |
| Automotive | 42.2% | $30.17 | 11.5% |
| Apparel & Accessories | 39.1% | $31.89 | 18.8% |
| Personal Care & Beauty | 44.5% | $17.98 | 19.4% |
| Alcohol | 46.9% | $37.40 | 18.0% |
| Travel | 29.8% | $41.05 | 8.2% |
| Tobacco & Smoking | 56.6% | $15.74 | 13.9% |
| Reading | 36.6% | $6.40 | 12.9% |
Source: Coupon Follow
Coupons On Social Media
74% of online shoppers prefer using social media to discover and take advantage of the coupons.
Besides, 77% of online shoppers follow their favorite brands on social media channels to get their hands on coupons and discounts.
Besides, 67% of brands stated that they prefer social media to announce coupon offers, and one-third of consumers are members of social media groups on Facebook, Twitter, and Instagram, which help them find the latest coupons and deals.
As a result, three-fourths of consumers have used social media to find coupons.
Source: Blippr.
42% of the consumers used Facebook to find coupons.
Facebook is the most preferred social media platform worldwide for finding coupons, while Instagram is the second most popular social media platform with 3 in 10 shoppers preferring it to find coupons.
Plus, one-fourth of the shoppers prefer to use YouTube to find coupons.
Conversely, just 6% and 8% of shoppers prefer to use LinkedIn and Snapchat to find coupons.
The following table displays the top social media platforms used to find coupons.
| Social Media Platform | Percentage Of Shoppers Using It To Find Coupons |
|---|---|
| 42% | |
| 30% | |
| YouTube | 25% |
| Facebook Groups | 18% |
| 14% | |
| 13% | |
| TikTok | 12% |
| 12% | |
| Snapchat | 8% |
| 6% |
Source: Statista.
Most Popular Coupon Websites
As of December 2023, capitaloneshopping.com was the most popular coupon website in the United States, with 16.92% visits.
Around 3 out of 20 visits were recorded on ‘slickdeals.net, making it the second most popular coupon website in the United States.
‘rauten.com’ is another popular coupon website in the country, with over 1 in 10 visits recorded on the site.
The following table displays the most popular coupon websites in the United States according to the visits.
| Coupon Website | Share Of Visits |
|---|---|
| capitaloneshopping.com | 16.92% |
| slickdeals.net | 15.75% |
| rakuten.com | 11.25% |
| joinhoney.com | 6.48% |
| linksprf.com | 3.94% |
Source: Statista.
Honey was the leading coupon aggregator used regularly by consumers in the United States, with 29% preferring it.
At the same time, around 1 in 5 consumers in the United States prefer to regularly use Rakuten for coupons, and 20% prefer to use Swagbucks.
The following table displays the share of leading coupon aggregators regularly used by consumers in the United States.
| Coupon Aggregators | Percentage Of Consumers Regularly Using |
|---|---|
| Honey | 29% |
| RetailMeNot | 28% |
| Rakuten | 21% |
| Coupons.com | 21% |
| Swagbucks | 20% |
Source: Statista.
Paper vs. Digital Coupons
62% of the GenZ shoppers use digital coupons.
On the other hand, just 38% of Genz shoppers use paper coupons.
Conversely, 89% of the silent generation prefers to use paper coupons, and just 11% of this generation uses digital coupons.
Besides, 7 in 10 millennials use digital coupons, and 3 in 10 Millennials use paper coupons. The highest share of Millennials use digital coupons compared to other generations.
The following table provides further details about the share of shoppers that use digital and paper coupons according to the generation.
| Generation | Digital Coupons | Paper Coupons |
|---|---|---|
| Generation Z | 62% | 38% |
| Millennials | 70% | 30% |
| Generation X | 61% | 39% |
| Baby Boomers | 44% | 56% |
| Silent Generation | 11% | 89% |
Source: Statista
Conclusion: Nearly 3 In 5 Consumers In The United States Use Coupons In 2024
Digital coupons have a redemption rate of about 7%, allowing shoppers to save an impressive average of $1,465 each year.
Interestingly, the bigger the purchase, the more substantial the coupon discounts consumers receive. This trend leads over 80% of shoppers to say that their buying habits are influenced by coupons.
Additionally, 93% of consumers are likely to make repeat purchases from retailers that offer coupons and discounts. Consequently, many brands and retailers are increasingly providing coupons for future purchases, significantly impacting consumers’ buying decisions.