Industry Intelligence

As Americans embrace frugality, both coupon distribution and use have increased significantly over the past year, further demonstrating this strong desire to spend wisely and save. Seeking coupons, savings and deals remains commonplace as National Coupon Month is recognized throughout September for the 13th consecutive year.

There was a different mindset in 1998 when the Promotion Marketing Association (PMA) launched its first National Coupon Month campaign aimed at increasing coupon usage and heightening awareness. Today, coupons are available from a variety of sources – in print, in-store, on product, online via printable coupons or coupon codes and from mobile devices. Not only have the delivery methods exploded since the first coupon month observance, but the categories have expanded greatly from grocery to restaurants, clothing, home improvement and everything in between.

“Today’s shopper doesn’t leave home without coupons and actively seeks out savings,” said Bonnie Carlson, PMA President. “While the state of the economy has spurred this new shopping behavior, marketers are taking note and answering the consumers’ call by putting more coupons in the marketplace. Today’s informed and strategic shopper is here to stay as lessons learned during the recession have transformed the way they spend and save their hard-earned money.”

In the first half of 2010, shoppers saved nearly $2 billion with coupons as redemption increased 7.9 percent during that time period, according to the 2010 NCH Coupon Facts Report. Marketers offered 18 billion more consumer packaged goods (CPG) coupons in the first half of 2010, an 11.4 percent increase from a year ago.

This first-half 2010 growth builds on record-breaking trends in 2009 when 311 billion coupons were distributed in the marketplace. In 2009, coupon redemption increased 23 percent – the second highest year-over-year rate ever recorded.

“While the coupon has long been a mainstay of marketing campaigns to build brand loyalty and attract new buyers, it has evolved over the course of time to reach fragmented consumers in innovative and creative ways,” said Charlie Brown, NCH VP of marketing and member of PMA’s Board of Directors. “It is a core tool of today’s and tomorrow’s consumer who will continue to demand savings and value.”

In celebration of National Coupon Month this year, redplum.com, one of the fastest growing online coupon and value lifestyle sites, is offering high-value deals each day throughout September. As part of its “Dash for Deals” campaign, one exclusive deal a day beginning Sept. 1 will be hosted on a special www.redplum.com/dash (http://www.redplum.com/dash) page featuring printable coupons, coupon codes, samples or free offerings.

The PMA is the national non-profit trade association dedicated to the industry of marketing disciplines that motivate behavior, activate response and build brands.