Hot or Not?
Affluent consumers are more likely to use coupons
I always believed that low income families would be the heaviest coupon users. I guess I was wrong, at least that is what this study shows
* More affluent consumers ($70k+) are considered super heavy coupon2 users (39
percent compared to 35 percent for total U.S. households) and coupon enthusiasts
(42 percent compared to 35 percent for total U.S. households.)
* Other serious coupon users include those from large households, those
households with female heads age 54 and younger, as well as consumers living in
affluent suburban3 and comfortable country4 spreads.
* Those likely to be low or non-coupon users: low-income, 1-member households,
male-only head of households, African-Americans and Hispanic consumers,
residents in rural and struggling urban areas.
* The largest groups of coupon users are the super low and low users5,
accounting for 31 percent of households. Just under one-third (32 percent) of
all U.S. households didn`t use any coupons during the first half of 2009.
* The recession drove heavier coupon usage as lighter coupon users in 2008
became heavier users in 2009.
* Consumers show stronger coupon use in edible departments and this is
particularly true among the coupon enthusiasts, with 85 percent of their coupon
unit purchases in edible departments (compared to 80 percent for total coupon
users) and 15 percent of coupon unit purchases in non-food and health and beauty
(vs. 20 percent for total coupon users).