Retailers drive 33 per cent increase.
The number of coupons redeemed in the UK has reached 365 million redemptions in the first half of 2014, according to Valassis.
Findings released by the UK’s coupon experts show that the number of coupons redeemed from January to June this year is 33 per cent higher than the same period last year, and 11 per cent higher than the second half of 2013. The first half of 2013 saw 275 million coupons redeemed and 328 million redeemed in the second half of the year.
The rise in coupon redemption is driven predominantly by retailers, with 43 per cent more retailer-issued coupon redemptions in the first half of this year than in the same period in 2013. This contrasts with manufacturer-issued coupons which, despite a sharp growth over the past 18 months, were flat in the first half of 2014.
Overall, the number of coupons redeemed by UK consumers has more than trebled since 2006, from 109 million in the first half of 2006 to 365 million just eight years later.
Charles D’Oyly, managing director of Valassis, said: “Many supermarket shopping trips are now driven by savings behaviour, and coupons form a key part of this with consumers searching for the best discounts before they set foot in store. This often means that supermarket choice is determined by the most attractive and relevant offers.
“Retailers are acutely aware of this, with coupons playing a key role in their promotional strategy in a bid to attract shoppers to their stores and give them the competitive advantage.”
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Trained as a journalist from the age of 18 and enjoying a long career in regional newspaper reporting and editing, Sally Hooton joined DMI (Direct Marketing International) magazine as editor in 2001. DMI then morphed into The GMA, taking her with it!
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