Affluent Shoppers Possess Strong Coupon Habits

By Curtis Tingle, Chief Marketing Officer, Valassis
Published Tuesday, Aug 2, 2016

Affluent Shoppers Possess Strong Coupon Habits

The Coupon Intelligence Study, conducted by global market research company Ipsos on behalf of Valassis, found that coupon use among the affluent (those with household incomes over $100K) continues to be strong despite their six-digit annual incomes. The in-depth survey of 1,000 consumers, 23 percent of whom were identified as affluent, provides insight into consumers’ savings and shopping behavior within traditional consumer packaged goods (CPG) categories (food, over-the-counter medications, household items and health and beauty products).

Key findings show that affluent consumers are highly receptive to digital and mobile offers. Among shoppers surveyed:

  • One-in-four (28 percent) of affluent coupon users have increased their use of coupons and their resulting savings in the past year;
  • More than half (56 percent) report that they enjoy using coupons and 87 percent believe that coupons save them a lot of money;
  • 88 percent use coupons from the mail and 84 percent use coupons delivered in the coupon book;
  • 81 percent find print coupons before shopping;
  • Half are using their smartphones or other mobile devices to help them save, and nearly one-third (29 percent) of these coupon users have increased their use of paperless discounts and the internet (31 percent) to find savings in the past year;
  • A majority report that coupons, discounts or offers influence their purchase decisions at retail, with 83 percent making purchases based on in-store discounts, 77 percent searching for deals in store circulars and 72 percent printing coupons from the internet for use in-store;
  • In their pursuit of savings, a majority are also influenced by coupons to try new products (86 percent) and to choose brands they would not typically buy (80 percent).

Knowing that everyone wants to save, regardless of income, offers marketers a great opportunity to reach this group via integrated print and digital promotions. Click here for infographic.