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Coupon redemptions rise by 38% in 2013

A new report has revealed a 38% increase in coupon redemptions in the grocery sector in the first half of 2013.

GENERAL MERCHANDISE

Coupon redemptions rise by 38% in 2013

According to coupon experts Valassis, 275 million coupons worth a total of £850 million were handed over at checkouts from January to June as supermarkets increased the number of coupons issued in a bid to attract more customers.

Charles D’Oyly, managing director of Valassis explained: “It’s the competition between the supermarkets and increasing eagerness of brands fighting for a share of consumers’ grocery spending that are mainly driving this increase.

“The supermarkets are issuing more and more coupons and the public are taking advantage of this - 61 million more retailer-issued coupons were redeemed in the first six months of 2013, an increase of 41% versus the same period in 2012. Retailer issued coupons and vouchers now account for 82% all redemptions in the UK.”

The report also shows that redemption volumes of manufacturer issued coupons have grown by a massive 90%. If the current enthusiasm for coupons continues, Valassis predicts that the total value of shoppers’ savings in 2013 will be £1.7 billion.

D’Oyly added: “Retailers keep turning to coupons as a way to attract and retain customers. They are competing increasingly for individual shopping trips in the face of consumer tendencies to switch shops in order to bag the better bargains.”

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