Consumer Spending Trends (Source: Department of Labor; Bureau of Labor Statistics 2007 data)
Consumer Shifts The economy is making people rethink what is important for them to have in their daily lives.
Looking through the “Lens of Affordability”
“ Without question, coupon
usage is undergoing a
consumers are looking for
value and lower prices as
retailers andmanufacturers are
distributing more coupons…”
-Todd Hale, Nielsen Senior VP
Coupon Users All ages use coupons! Source: Consumer Internet Survey Panel of 1,000 people Coupon users broken down by income: Source: Consumer Internet Survey Panel of 1,000 people Source: Promotion Marketing Association, Inc 95% 65+ 94% 55-64 94% 45-54 93% 35-44 96% 25-34 92% 18-24 % using coupons Age 93% $100,000+ 96% $75-$100,000 96% $50-$75,000 96% $25-50,000 89% under $25,000 % using coupons Income
Coupons are “IN”
76% of consumers say they use coupons regularly
98% of consumers use coupons for groceries; followed by 75% for restaurants/dining out and 60% for clothing.*
3 out of 4 adults are more likely to return to a store that offers coupons.***
94% said a coupon is "somewhat likely" or "likely" to influence them to switch brands/retailers.*
95% of coupon shoppers say that coupons influence them to try new products.**
89% have made up a shopping list using coupons, up from 78% a year ago.
67% share/swap coupons and hot deals with family and friends.*
Shoppers Want Coupons to Reach Them at Home Through Direct Mail Source: DM News and Pitney Bowes “Direct Mail Survey” 2009 How do you prefer to receive coupons?
Shoppers are Looking for Coupons in the Mail According to a DMNews survey sponsored by Pitney Bowes, receiving information in the mail prompted 37% of consumers to purchase a new brand or patronize a new business, while 68% were prompted to renew a brand or business relationship. Are you currently examining your mail more carefully for promotional offers or coupons than six months ago? Source: DMNews/Pitney Bowes direct mail survey
Shoppers Increase Their Use of Direct Mail Coupons *DM News and Pitney Bowes “Direct Mail Survey” 2009 **PMA Coupon Council, 2009 How has your use of coupons received in the mail for these products changed in the past year? *
94% of the overall population report that they have used coupons when shopping (for grocery, household and healthcare items).
89% of the overall population report that they have prepared a shopping list using coupons, up from 78% a year ago.**
Coupon Redemption What is the most important to you in a mailed coupon, when choosing whether to redeem it? (Based on Rankings of 1 st , 2 nd , and 3 rd combined) Source: DMNews/Pitney Bowes direct mail survey
Value in the Mailbox Drives Results for Restaurants
“ In addition to Internet coupons, coupons received at the restaurant and those received in the mail have also been more popular with consumers.”
The use of traditional coupons clipped from a newspaper or magazine were down 2%.
In the quarter ended in June, visits on a buy-some-get-some-free deal, which accounted for 7% of all deal visits, were up by double digits over a year ago, and visits on a combined-item special, which accounted for 20% of all deal visits, were up by 3%.
"Value is driving consumers to eat out more, as are having less time to cook and an uptick in workers per household.“ Source: *RBC Capital Markets' September restaurant spending survey; NPD: Customers hungry for freebies, Internet Coupons