The coupon industry continues to thrive, reflecting shifts in consumer habits and preferences. In 2024, the global digital coupon market is estimated to reach $8.96 billion, driven by a preference for digital options.
Nearly 90% of U.S. consumers have used coupons, with 62% actively searching for promo codes when shopping online. Digital coupons are especially favored, comprising one-third of all redemptions.
This article covers the latest coupon statistics, including its usage, redemption rates, and more.
Coupon Statistics 2024: 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 by 2024.
- 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 In 2024?
- 62% of consumers in the United States search for and use promo codes, discounts, and coupons when shopping online. (eMarketer)
- Nearly 90% of U.S. consumers say they have used a coupon at some point. (Statista)
- In 2023, 850 coupons were redeemed, reflecting a 10% increase from the previous year. Notably, digital coupons accounted for half of these redemptions, while only 7% were from traditional insert coupons. (Coupons In TheNews)
- 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. (eMarketer)
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. (Expert Scoop).
- In 2023, only 0.85% of coupons issued were redeemed by consumers, but the coupon redemption rate saw a notable rise, increasing by 10.4% from 2022 to 2023.
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. (Capital One Shopping Research)
- 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
Coupon Market Statistics
- The global digital coupon market is expected to reach a valuation of $8.96 billion by 2024, showing a steady growth from $7.57 billion in 2023. (Business Research Insights)
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 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* | $12.54 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
Coupon Usage Statistics In 2024
- 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.
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% |
(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.
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% |
- For 50% of the people, half of the digital coupons they found online worked only 10-50% of the time. 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% |
(Statista)
- 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.
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 to search for discounts and coupons while shopping. (eMarketer)
- As of 2024, 35% of consumers in the United States access or download digital coupons while shopping in-store. (eMarketer)
- Almost half of consumers discover coupons through brand emails. 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.
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% |
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 following table displays the coupon usage by generation:
| Generation | Use Coupon Codes/ Discount Codes |
|---|---|
| GenZ | 38% |
| Millennials | 33% |
| GenX | 44% |
| Boomers | 57% |
(Statista)
- 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
- In 2024, 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)
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. (Businessdasher)
- A recent study reveals that 19% of consumers were motivated to purchase a new product after being influenced by a coupon or deal.
- Social media 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?
- As of 2024, 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 below table 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)
Conclusion: 9 In 10 People In The United States Have Used Coupons
Meanwhile, over 3 in 5 online shoppers in the country search for coupons every time they shop online.
Digital coupons are leading the trend, accounting for a third of redemptions and boasting a high redemption rate of over 7%.
These coupon statistics highlight that coupon use remains a critical factor in purchasing decisions, especially as mobile access and online shopping continue to expand globally.
