The global digital coupon market is valued at $10.6 billion, up from $8.96 billion in 2024 and projected to exceed $12.55 billion in 2026. Nearly 90% of U.S. consumers use coupons, with 62% actively searching for promo codes online.
Digital coupons now account for one-third of all redemptions, with the average coupon redemption rate exceeding 7%. Mobile adoption is nearly universal, as 93.5% of consumers are expected to redeem coupons via smartphones in 2025.
In this article, we highlight the latest coupon stats, including consumer preferences, redemption trends, and market growth.
Coupon Statistics 2026: Key Insights
- Nearly 90% of U.S. consumers have used a coupon before.
- 62% of U.S. shoppers look for promo codes and coupons when shopping online.
- Digital coupons have an average redemption rate of 7% or more.
- Digital coupons are the most popular, making up one-third of all redemptions.
- The global digital coupon market is expected to reach $8.96 billion.
- Most consumers (34%) spend about 5 to 10 minutes searching for a coupon.
- About 40% of shoppers use their smartphones to find discounts while shopping.
How Many People Use Coupons?
- 62% of consumers in the United States search for and use promo codes, discounts, and coupons when shopping online.
- Nearly 90% of U.S. consumers say they have used a coupon at some point.
- The last recorded data in 2023 says that 850 million coupons were redeemed, reflecting a 10% increase from the 2022.
- Notably, digital coupons accounted for half of these redemptions, while only 7% were from traditional insert coupons.
- To find coupons and deals, most people rely on Google, with 59% of shoppers using it to search for discounts.
- Meanwhile, 46% head to popular coupon sites like RetailMeNot, and 41% prefer using retailer-specific apps or websites.
Source: eMarketer, Coupons In TheNews, Statista
How Effective Are Digital Coupons?
- According to recent findings, 64% of retail media decision-makers in the U.S. view digital coupons as a highly effective tool for boosting sales. (eMarketer)
- 67% of brand advertisers in the U.S. consumer packaged goods sector believe digital and physical coupons will play a key role in future retail media strategies. (eMarketer)
Coupon Redemption Rates
- The average redemption rate of a digital coupon is 7% or higher.
- This marked the first increase in redemption rates since 2008, indicating a potential shift in consumer behavior as more people actively seek out and use coupons.
- Digital coupons are the most popular type, making up one-third of all coupon redemptions. In contrast, instant redeemable coupons are the least popular, accounting for just 15% of the total redemptions.
- The following table highlights the coupon redemption rate 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 Research, Expert Scoop
Coupon Market Statistics
- The global digital coupon market is currently valued at $10.6 billion and will reach $12.55 billion by the end of 2026.
- This growth reflects a compound annual growth rate (CAGR) of 18.33% over the forecast period from 2023 to 2032.
- By the end of this period, the market is projected to surpass $34.43 billion, highlighting the increasing adoption of digital coupons and their growing role in consumer purchasing behavior.
- The same research says the market will grow to $57.1 billion by 2035, almost 5 times the current market size.
The table below highlights the estimated coupon market size by year:
| Year | Digital Coupon Market Size |
|---|---|
| 2023 | $7.57 billion |
| 2024 | $8.96 billion |
| 2025 | $10.6 billion |
| 2026* | $12.55 billion |
| 2027* | $14.84 billion |
| 2028* | $17.56 billion |
| 2029* | $20.78 billion |
| 2030* | $24.59 billion |
| 2031* | $29.1 billion |
| 2032* | $34.43 billion |
*projected values
Source: Business Research Insights
Coupon Usage Statistics
- In the current year, 33% of U.S. grocery shoppers have reported using coupons more frequently, compared to approximately 26% who did so in 2023. (eMarketer)
- Over 1 in 2 online shoppers in the United States occasionally use coupons.
- Conversely, 14% stated that they always used coupons.
- Around 51% of US shoppers used coupons occassionally, while 22% of them accepted to use coupons everytime they shop online.
The table below provides more insights into the frequency of coupon usage by online shoppers in the US.
| Frequency Of Digital Coupon Usage | Percentage Of Online Shoppers |
|---|---|
| Occasionally | 51% |
| Almost every time | 22% |
| Always | 14% |
| For half of purchases | 13% |
Source: Statista
- Percentage-off coupons are the top choice among shoppers, with 67% favoring them. Close behind, “buy one, get one free” coupons are preferred by 61% of consumers.
- Shoppers who use digital coupons don’t just save money, they actually spend more. Data shows that consumers using coupons spend 18% more on average than those who do not.
The table below highlights the most preferred coupon types by shoppers:
| 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: WPNavin, DontPayFull
- For 50% of the people, half of the digital coupons they found online worked only 10-50% of the time.
- Gen Z is the most likely to search for a code before any digital transaction. 78% of Gen Z shoppers say they “actively search” for a discount code before hitting the “pay” button.
- Conversely, just 9% of the shoppers stated that the digital coupons found on the internet worked 90% of the time.
The table below displays the success rate of the digital coupons 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, WPNavin
- Most consumers (34%) typically spend about 5 to 10 minutes looking for a coupon.
- However, surprisingly, around 2% of shoppers dedicate over an hour to finding the perfect deal.
- Influencer-specific promo codes are no longer a niche tactic. Influencer-linked coupon campaigns are responsible for 22% of all social commerce sales. (Impulze AI)
The table below highlights the time spent by consumers searching for digital coupons.
| Time Spent Searching For A Coupon | Percentage Of Consumers |
|---|---|
| Less than 5 minutes | 26% |
| 5 to 10 minutes | 34% |
| 10 to 20 minutes | 20% |
| 20 to 30 minutes | 12% |
| 30 to 40 minutes | 4% |
| 40 to 50 minutes | 2% |
| More than one hour | 2% |
How Do Consumers Find Coupons?
- Around 40% of shoppers use their smartphones, according to our research, to search for discounts and coupons while shopping.
- 35% of consumers in the United States access or download digital coupons while shopping in-store. (eMarketer)
- On studying further, we found out that almost half of consumers discover coupons due to the rise of email marketing.
- Meanwhile, 9 out of 20 shoppers find deals by searching online, and about a third turn to coupon websites.
- Interestingly, 13% of consumers find coupons via social media influencers.
- Approximately 31% of shoppers who see a digital in-aisle advertisement (on a screen or kiosk) redeem a coupon for that product immediately.
The table below highlights how 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, Fugo AI
How Much Do Consumers Actually Save With Coupons?
- A 2021 study by CouponFollow revealed that the average American household could save as much as $1,465 annually by using online coupons.
- Of that total, $316 is saved on groceries, while $272 goes toward household items.
- Additionally, coupons help consumers save $160 on entertainment and $264 when dining out.
- Here is a further breakdown of the savings American consumers make annually with the help of 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
- More than one-third of consumers save between $10 and $25 using digital coupons, while almost 3 in 10 save under $10.
- In contrast, only 4% of U.S. shoppers manage to save over $100 through coupons.
| Monthly Savings | Percentage Of Consumers |
|---|---|
| Less than $10 | 29% |
| $10 – $25 | 35% |
| $25 – $50 | 23% |
| $50 – $100 | 9% |
| Over $100 | 4% |
(DontPayFull)
Demographics Of Coupon Users
- In the first quarter of 2023, more than a third of Millennials and 38% of Gen Z shoppers used coupons or discount codes to save money in response to inflation.
- In comparison, nearly 6 in 10 Boomers used coupon codes to save money.
- The integration of QR-code-based discounts directly into mobile wallets (like Apple Pay or Google Wallet) has increased by 38% over the last year.
The following table displays the coupon usage by generation:
| Generation | Use Coupon Codes/ Discount Codes |
|---|---|
| GenZ | 38% |
| Millennials | 33% |
| GenX | 44% |
| Boomers | 57% |
Source: Statista, Global Growth Insights
- In 2023, 96% of adults over 55 reported using coupons over the past year, most of which were paper coupons.
- On the other hand, 87% of consumers aged 18 to 34 also used coupons, though most of the discounts they used were digital.
| 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% |
Device Usage For Coupon Redemption
- More than 9 in 10 consumers are expected to use their smartphones to redeem a digital voucher or coupon.
- By comparison, 85.5% of consumers previously preferred using their mobile devices to redeem coupons. (eMarketer)
- With the rise of “glitch” communities and code-scraping bots, global retailers are projected to lose $2.8 billion to coupon fraud and unauthorized redemptions. (WPNavin)
The table below provides further details about the coupon usage on smartphones and tablets.
| 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% |
*-projected values
- The global mobile coupon market is projected to reach $1.42 trillion in 2024, up from $1.12 trillion in 2023.
- With an estimated annual growth rate of 10.8% from 2024 to 2032, the market is expected to nearly double, reaching $2.9 trillion by the end of this forecast period. (Business Research Insights)
Digital vs. Paper Coupon Trends
- 57% of shoppers favor digital coupons over paper ones, while 43% still prefer paper coupons. (2023, Businessdasher)
- A survey conducted by United Natural Foods Inc. and Swiftly found that nearly twice as many Americans use digital coupons via smartphone apps compared to those who rely on paper coupons from grocery store circulars. The survey also revealed that 43% of consumers use digital coupons at their local grocery store, while 23% continue to cut coupons from printed ads. (Supermarket News)
- In the U.S., 70% of Millennials use digital coupons more frequently than paper ones.
- Gen Z follows closely behind, with 62% opting for digital coupons as well.
The following table displays the digital coupon users vs the paper coupon users by 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% |
(Statista)
The Influence Of Coupons On Shopping Behavior
- A significant 83% of shoppers report that coupons influence their purchasing decisions. (Businessdasher)
- Due to a coupon, 39% of consumers ended up buying a product earlier than they originally intended. (Businessdasher)
- Coupons led 39% of people to try a brand they wouldn’t have considered otherwise. (Businessdasher)
- 18% used coupons to return to a brand they had previously purchased, contributing to customer loyalty as per research. (Businessdasher)
- A recent study reveals that 19% of consumers were motivated to purchase a new product after being influenced by a coupon or deal.
- As per our Social media stats, it plays a significant role in discovering new products, with nearly half of U.S. consumers making purchases after encountering products through social media.
| Sources of Purchase 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% |
(Statista)
- 13% of consumers believe that coupons and deal websites are a valuable source of information when learning about a product.
However, most consumers indicated that search engines like Bing and Google are their primary go-to sources for discovering product information.
| 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 and Bing) | 53% |
(Statista)
Did You Know?
Coupons play a major role in impacting the purchase decisions of consumers during Black Friday and Cyber Monday purchases.
What Are The Most Popular Coupon Websites?
- Rakuten is the leading coupon website globally, attracting 12.39% of all visits.
- Close behind, nearly 10% of users visited Slickdeals.net, securing its spot as the second most popular coupon site.
Below is a table highlighting the most popular coupon websites worldwide:
| Coupon Website | Share Of Visits |
|---|---|
| rakuten.com | 12.39% |
| slickdeals.net | 9.57% |
| capitaloneshopping.com | 8.22% |
| linksprf.com | 2.61% |
| joinhoney.com | 2.54% |
(Similarweb)
- In the United States, Slickdeals.net holds the top spot as the most popular coupon website, capturing 20.13% of the traffic share.
- Following closely behind is CapitalOneShopping.com, which ranks as the second most visited site for coupon seekers. (SimilarWeb)
Here is a list of the top 5 coupon websites in the United States, along with their traffic share:
- Slickdeals.net: 20.13%
- CapitalOneShopping.com:17.16%
- Rakuten.com: 10.46%
- JoinHoney.com: 3.98%
- woot.com: 3.24%
- In 2023, Honey emerged as the most popular coupon aggregator among U.S. consumers, with 29% regularly using it.
- Additionally, over 1 in 5 consumers in the U.S. favored Rakuten for their coupon needs, while another 21% preferred using Swagbucks.
The table below highlights the leading coupon aggregator as of 2023:
| Coupon Aggregators | Percentage Of Consumers Regularly Using |
|---|---|
| Honey | 29% |
| RetailMeNot | 28% |
| Rakuten | 21% |
| Coupons.com | 21% |
| Swagbucks | 20% |
(Statista)
Top Social Media Platforms Used For Coupons
- Most consumers (42%) in the United States prefer using Facebook to find promo codes, discounts, and coupons, while LinkedIn is the least popular platform.
The table below highlights the usage of different social media platforms 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% |
(Statista)
- 55% of holiday shoppers also say they would consider using AI tools (like ChatGPT or browser-based AI) specifically to track price drops and active coupons.
- Due to ongoing inflation concerns, 57% of shoppers report they are now specifically using coupons to “stock up” on essentials when they are on sale, rather than buying them as needed.
- 82% of consumers now redeem a digital coupon within one week of receiving it, and remarkably, 30% of shoppers redeem the offer on the very same day it lands in their inbox or app.
Source: Shopify, Drive Search, Snipp Digital
AI Role in the Coupon Market
- Personalized digital coupons now see a 30% higher redemption rate compared to generic one-size-fits-all offers, as 38% of marketers have fully integrated AI to target discounts based on real-time purchase history.
- According to a Deloitte survey, 43% of Gen Z shoppers now use Generative AI tools (such as ChatGPT or integrated retail AI assistants) specifically to find active promo codes and price-drop alerts before finalizing a purchase.
- Retailers using AI-powered dynamic coupon generation see redemption rates 28% to 35% higher than those using traditional coupon codes (like SAVE20).
- Consumers who use AI tools to hunt for coupons and compare prices report saving an average of 6.2 shopping hours per month.
Source: Global Growth Insights, Deloitte, Intel Market Research, Partner Centric
Conclusion: 9 In 10 People In The United States Have Used Coupons
It’s no secret that everyone loves a good deal. It’s become a massive part of how we shop. Around 93% of U.S. grocery shoppers use coupons, with 33% reporting increased frequency compared to last year.
Smartphone redemptions are projected at 93.5%, while emails influence 47% of consumers searching for deals.
It is interesting to note that an average U.S. households save up to $1,465 annually, with 67% preferring percentage-off coupons and 61% opting for “buy one, get one free.”
With the global market expected to grow at a CAGR of 18.33%, surpassing $34 billion by 2032, coupons remain a vital driver of both consumer savings and retailer sales growth.
