Consumers Use Over $3.5 Billion in Coupons, Drive 27%
Increase in Redemption for 2009
Spurred by a Sour Economy, Coupon Redemption is up While Distribution Soars to Record Highs
January 25, 2010 09:52 AM Eastern Time
WINSTON-SALEM, N.C.--(EON: Enhanced Online News)--Inmar, the nation’s leading promotion transaction settlement provid
that annual coupon use is on the rise for the first time since 1992 and coupon distribution hit the highest level recorded since the com
tracking trends in 1988. For the first time in 17 years, consumers used more coupons than they did the year before, with 3.3 billion
packaged goods coupons redeemed, an explosive 27% increase over the 2.6 billion redeemed in 2008.
The rise in coupon use started in October of 2008, coinciding with news of the U.S. financial crisis. That has led to five consecutive
double-digit growth (based on percentage change from the same period of the previous year).
The increase in redemption goes hand-in-hand with an increase in distribution. Despite the tight economy, marketers invested heavil
boosting the number available to the highest level in over 30 years. Brands issued 367 billion coupons, at an average face value of $
that they were committed to promotions in 2009.
News America Marketing, the company behind the SmartSource Magazine coupon inserts and consumer coupon site www.smarts
the data supports what they saw last year.
“There has been a noticeable increase in page count over the past year,” said News America Marketing EVP of Marketing, Jesse
“Manufacturers understand that in a tough economy, coupons are an effective and efficient way to spend their advertising dollar.”
“Brands saw coupons as a key to maintaining brand strength,” adds Matthew Tilley, Director of Marketing for Inmar’s promotion s
they reduced their promotional presence, they stood to lose sales to lower priced competitors and store brands – so they doubled d
create brand loyalty once the economic dust settles.”
News America Marketing also reported an incre