Millennials Reveal Affinity for Print and Digital Coupon Savings Valassis Coupon Intelligence Report Shares how Millennials Shop to Save

Published Tuesday, Apr 26, 2016

Livonia, Mich., April 26, 2016: Valassis, a leader in intelligent media delivery, found digitally-charged millennials in their quest for savings, are just as likely as gen X or baby boomers to use print coupons.

The 2K16 Coupon Intelligence Report: "Savvy Shoppers Provide Reality Check" compares consumer buying behavior across generations, providing detailed insight into what motivates millennials along their path to purchase.

Representing about one-fourth of the population, millennials have captured marketers' attention. As expected, they are more digitally savvy when it comes to savings, but they are also using print coupons at similar rates as average consumers including their parents. In fact, millennial use of print coupons distributed in the mail and the newspaper coupon book increased more than any other generation in the last year.

"This important consumer group saves using both print and digital, underscoring how essential media integration is to building a powerful connection with them," said Curtis Tingle, Valassis chief marketing officer. "To holistically plan, target and deliver cross-channel campaigns aimed at millennials, marketers must intelligently connect appropriate offline and online data for greater precision, relevance and scale."

When it comes to millennials' shopping behavior, the report found:

Millennials are Savers

  • 47 percent of millennials say they increased their use of coupons in the past year, 14 percentage points higher than all respondents and 21 percentage points higher than baby boomers.

Millennials use Print Coupons  

  • 85 percent use coupons delivered in the mail;
  • 82 percent use coupons delivered from the newspaper couponbook; and
  • 34 percent of millennials report an increase in mail coupon usage, significantly higher than gen X and baby boomers.

Millennials are Most Digitally Charged  

  • Millennials actively download paperless discounts to their store ID/loyalty cards wherever they are -- 75 percent before they enter and 73 percent in the store.  This compares to 62 percent of all consumers who download savings before they enter the store and 55 percent while in the store; and
  • 41 percent of millennials have increasingly gone to the Internet to find coupons compared to 29 percent of all consumers.

A full copy of the 2K16 Valassis Coupon Intelligence Report can be found at:

About Valassis
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients' most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?®program delivers hope to missing children and their families. Valassis is a wholly owned subsidiary of Harland Clarke Holdings Corp.

Media Contact
Mary Broaddus