Recession Spurs 27% Jump in Coupon Use

WINSTON-SALEM, N.C.A turbulent economy has forced many U.S. shoppers to reevaluate their purchasing habits and rocketed the use of coupons to a 17-year all-time high. Market researcher Inmar reported coupon use spiked 27 percent last year with Americans redeeming an estimated 3.3 billion coupons, up form 2.6 billion in 2008.

Inmar also reported marketers are trying to mute redemption somewhat by offering less consumer-friendly tactics, as a means to manage their budgets, yet consumers continue to respond. Face values dropped by 5 percent in the third quarter 2009 versus the same three-month period in 2008; expiration periods of the coupons distributed saw a 17-percent decline in third quarter, and consumers started responding to coupons with a much shorter lifespan;  purchase requirements are generally lower, requiring consumers to purchase only one product nearly 75 percent of the time.