8 min read
Feb 4, 2025
The Digital Coupon Market - Statistics you need to know!
The digital coupon market in the United States is thriving, fueled by a growing appetite for savings and advancements intechnology. Dive into key digital coupon market statistics to uncover demographic insights and consumer preferences that drive their choices and redemption trends that are shaping the future of digital savings. From preferred offers to adoption rates across age groups to redemption trends, we provide a comprehensive snapshot on the impact of digital coupons on everyday commerce and how digital coupons are reshaping the shopping experience. Whether you're a retailer or marketer, leverage this data to shape your digital coupon marketing strategy to target the right consumer with the right offers at the right time and place. (click here to download the pdf)
01. The Market
-
The U.S. digital coupon market is projected to grow from $8.7B in 2024 to $36B by 2032, reflecting a 19.15% CAGR, demonstrating the increasing importance of digital savings in consumer behavior.
-
Over the last five years, there has been a 35% increase in the use of digital coupons, highlighting a shift towards digital-first consumer engagement.
-
90% of U.S. consumers report having used a coupon at some point, showcasing their universal appeal across demographics.
-
Key market drivers include:
- Increased smartphone penetration, providing consumers with seamless access to digital coupons.
- E-commerce growth, integrating digital offers into the online shopping journey.
- Cost-conscious consumer behavior, fueling demand for savings amidst economic pressures.
- Brand-retailer collaborations, creating targeted and personalized couponing strategies.
-
67% of U.S. CPG brands believe digital coupons will play a significant role in future retail media strategies, making them a critical tool for customer acquisition and retention.
-
64% of U.S. retail media decision-makers view digital coupons as highly effective for boosting sales, emphasizing their role in modern retail marketing.
02. U.S. Consumer - Demographic
-
By Generation:
-
38% of Gen Z shoppers use digital coupons, reflecting their early adoption of cost-saving tools as they establish purchasing habits.
-
44% of Gen X shoppers use digital coupons, highlighting their practical approach to integrating technology into their shopping routines.
-
33% of Millennials use digital coupons, signaling an opportunity for brands to better engage this demographic with targeted offers.
-
57% of Boomers are the most frequent users of digital coupons, showcasing their strong interest in savings and demonstrating that digital tools resonate across all generations.
-
-
By Age:
-
81% of 18–34-year-olds use digital coupons, driven by their familiarity with technology and preference for convenience.
-
91% of 35–54-year-olds actively use digital coupons, reflecting widespread adoption among this group, which typically drives the highest consumer spending.
-
96% of individuals aged 55+ use digital coupons, proving that digital tools are no longer confined to younger audiences and can effectively cater to older generations seeking value.
-
-
By Socio-Economic Class:
-
29% of college graduates use digital coupons, demonstrating their appeal among educated, value-conscious shoppers.
-
24% of those with some college education and 20% of high school graduates use coupons, indicating their accessibility across educational backgrounds.
-
27% of full-time workers use digital coupons, emphasizing their importance in attracting and retaining employed consumers.
-
22% of unemployed individuals and 25% of students use coupons, underlining their relevance to groups that are typically more price-sensitive.
-
18% of retired individuals use digital coupons, representing an under penetrated market with growth potential for brands targeting senior consumers.
-
03. U.S. Consumer - Usage and Preference
- 83% of consumers say coupons influence their shopping behavior, making them a key factor in purchasing decisions.
- 35% of consumers use digital coupons in-store, while 39% report trying new brands because of a coupon offer.
- 50% of shoppers use digital coupons occasionally, and 22% use them almost every time they shop.
- 35% of consumers access or download digital coupons in-store, showcasing their growing integration into physical retail.
- 75% of shopping cart abandonment is due to costs and the lack of available discounts or coupons.
- Preferred Offers:
- 67% of consumers prefer percentage-off coupons.
- 61% favor "Buy One, Get One Free" (BOGO) deals.
- 57% prioritize free shipping coupons.
- 48% choose fixed-amount-off deals.
- Top Industries:
- Retailers, Food & Beverage (F&B), Consumer Packaged Goods (CPG), Apparel, and Consumer Electronics are the leading sectors benefiting from digital coupon adoption.
04 - U.S. Consumer - Search
- 62% of shoppers actively search for promo codes or digital coupons when shopping online.
- 59% prefer Google searches for finding coupons.
- 46% use coupon-specific websites.
- 41% rely on retailer apps or websites.
- 34% of consumers spend 5–10 minutes searching for a digital coupon before making a purchase.
- 40% use smartphones to find discounts, while 40% have signed up for email offers.
- Search Demographics:
- 87% of coupon seekers are women, compared to 78% of men, reflecting higher engagement among female shoppers.
- Preferred Coupon Sources:
- 47% prefer brand emails, while 46% rely on online searches.
- 34% use coupon websites, and 33% reuse offers from previous purchases.
- Other sources include: aggregator emails (28%), catalogues (22%), and social media posts (21%).
05. Redemption & Savings
- 54% of all coupon redemptions occur through digital channels, with digital redemption rates increasing by 6% from 2022 to 2023.
- The average redemption rate for digital coupons is 7%, far higher than traditional methods.
- 93% of users redeem coupons using smartphones, and digital coupons have a 10x higher redemption rate than paper alternatives.
- Coupons lead to a 24% increase in consumer spending, and retailers offering coupons report a 50% rise in conversions.
- Consumer Behaviour:
- 85% of coupon redeemers use digital coupons within a week of receipt, and 30% redeem them within a day.
- Digital coupon users save an average of $1,465 annually, accounting for 4% of the average household budget.
- Average Monthly Savings:
- 28% of consumers save less than $10 per month.
- 35% save between $10 and $25, the most common range.
- 23% save $25–$50 monthly, while 9% save $50–$100.
- 5% of users save over $100 per month, demonstrating high-value opportunities for frequent users.
Level up your digital coupon marketing strategy to attract and engage with new and diverse audiences. Learn how the Snipp Offers Digital Coupon Marketing Platform can help you turn any media channel into a sales driver with measurable results.
Consult with one of our experts to develop your online coupon marketing strategy, contact us by clicking here.
References
- https://www.verifiedmarketresearch.com/product/digital-coupon-product-market/
- https://www.retaildive.com/ex/mobilecommercedaily/coupon-use-among-highest-socio-economic-demographics-spikes-harris
- https://www.businessresearchinsights.com/market-reports/digital-coupons-market-109161#:~:text=The%20global%20digital%20coupons%20market,their%20marketing%20and%20promotional%20campaigns.
- https://www.go-globe.com/unveiling-it-coupons-trends-statistics/
- https://www.dontpayfull.com/explore/online-couponing-trends?
- https://www.globalgrowthinsights.com/market-reports/digital-coupons-market-102190
- https://www.statista.com/statistics/1490334/us-frequency-digital-coupon-usage/
- https://www.demandsage.com/coupon-statistics/
- https://www.emarketer.com/content/stats-on-coupons-best-ways-deliver-deals-consumers-actually-use
- https://www.invespcro.com/blog/digital-coupon-marketing/
- https://capitaloneshopping.com/research/coupon-statistics/
Jan 31, 2025
2 min read
