Retailers drive 33% increase in coupon use in first half of 2014
The number of coupons redeemed in the UK has reached 365 million redemptions in the first half of 2014.
Figures released by coupons expert Valassis show that the number of coupons redeemed from January to June this year was 33% higher than the same period last year, and 11% 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.
Valassis said the rise in coupon redemption was driven mainly by retailers, with 43% more retailer-issued coupon redeemed in the first half of this year than in the same period in 2013. This compares with manufacturer-issued coupons which, despite a sharp growth over the past 18 months, were flat in the first half of 2014.
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.”
The figures also show that 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.
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