Four in Five Americans Use Online Coupons

The United States saw an unprecedented surge in eCommerce during the corona pandemic. According to the Statista Digital Market Outlook, more than US$862 billion were generated through online sales in the U.S. in 2021. This corresponds to an increase of more than 50% compared to pre-pandemic 2019 revenues. The pandemic also brought along insecurity and unstable financial circumstances for many. No surprise, thus, that discounts, promo codes and other cost-saving deals are just as popular as online shopping itself. According to a couponfellow survey, the great majority of U.S. consumers have used online coupons in eCommerce in the past:

The survey results show that four in five Americans have used digital online coupons in the past. The younger generations together with the best agers are a little more reserved when it comes to couponing: 80% and 79% of Americans between 18 and 29 years and above 60 years have used online coupons, respectively. Consumers between 30 and 60 are the most active coupon using age groups. 87% of 30 to 44-year-olds and 89% of those between 45 and 60 use online shopping coupons. Whether or not Americans search for a coupon or promo code before they make their purchase highly depends on the product they are about to buy, according to an analysis by savings.com:

With 77% of users of online coupon aggregator sites1 stating that they regularly seek out coupons for groceries, food and beverages are the number one most popular product category for coupon using in the U.S. This might be due to the fact that the online grocery business is currently experiencing an upsurge, fueled by a vibrant q-commerce sector, which largely counts on discounts and promotions to attract customers. According to a survey by Coresight, for example, 37% of U.S. customers name the availability of discounts and promotions as a main factor in their decision for a rapid grocery delivery service. The second most attractive product category for U.S. coupon hunters after groceries is clothing and apparel with 74%. The beauty and health category is also frequently addressed by coupon users: 61% regularly search for coupons or promo codes in the category. The three least interesting categories from a coupon-seeking point of view are home and garden, books and audiobooks, and sports and outdoors. Yet the numbers are not extremely low, one in three coupon aggregator users still regularly seeks out coupons in the sports and outdoors category.