CPGMatters’ August 2010 issue contains coupon redemption information for the second quarter of 2010. So far, Q2 marks the seventh consecutive quarter of growing coupon redemption.
Key findings include:
- Overall, redemption has increased 6% during the first half of 2010
- Average coupon value hovers around $1.59 during the first half of the year
- Marketers have offered 18 billion CPG coupons so far this year, up 11.4% from 2009
- Among retailers, the largest increase in redemption value has been in convenience stores, warehouse clubs, and discount variety stores (as a whole, 36.6% increase)
The high coupon redemption trend echoes consumer sentiments from a July study published in Brandweek. 81 percent of the surveyed agree that “It’s fun to see how much money I can save by using coupons or my shopper loyalty card.” And based on the chart at right, 61% are more price conscious now than they were a year ago.
“People who share such sentiments likely aren’t longing to return to freer-spending ways once an economic recovery signals that it’s safe to do so. That’s surely true of the 44 percent who agreed that “I can’t believe how wasteful I used to be when I shopped.” The chart indicates some shifts in consumers’ approach to purchasing.”
These new behaviors are determining what will be the new “normal” in consumer purchasing. With the end of the back-to-school shopping season drawing near, and the winter and holiday shopping season approaching, are your marketing campaigns addressing the shift in consumer purchasing behavior?