THE RETAIL BULLETIN - The home of retail news
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Health & Beauty
General Merchandise
Sports & Leisure
The Papers
Retail Solutions
Food & Drink
Voucher code use grows by 43%

UK shoppersÂ’ use of voucher codes has increased by 43% in the past year, according to new research.


Voucher code use grows by 43%

UK shoppersÂ’ use of voucher codes has increased by 43% in the past year, according to new research.

An independent survey of 1,000 consumers commissioned by reveals that the number of people who frequently seek out discounts when making purchases online grew from 23% in 2014 to 33% in 2015.

The findings also show that those who ‘always’ use a voucher code when shopping jumped by 70%, up to 17% of all consumers, while ‘regular’ users increased by 27%, representing 16% of UK shoppers.

Meanwhile, the number of people who have never used an online discount dropped by 15% to 35%. In addition, only 8% of those surveyed did not know what a voucher or discount code was. This compares to 10% in 2014.

A regional breakdown shows the biggest rise in voucher code usage was amongst Scottish consumers, with a 40% increase over the previous year. Wales saw a 29% overall increase, followed by England and Northern Ireland where there were increases of 17% and 11% respectively.

A quarter of online shoppers in the East Midlands region said they always use voucher codes, compared to none in the same category last year. Consumers in the North West seeking out codes each time they shop grew by 172%, to 23%.

“The research shows a large increase in demand for voucher codes as families look for bargains,” said Shane Forster, UK country manager at “Shoppers are continuing to demand more for their money from retailers and as more people require discounts to make a purchase, this will lead to healthy competition, which can only be good for UK consumers.”

Younger shoppers were found to be the most likely to look for a deal. The research shows that voucher code use has doubled since last year amongst consumers aged between 18 and 24, going from a reported 32% to 63%. The number of people aged 25-34 using voucher codes jumped to 68% from 40% last year.

Online discount use declined among respondents over 65, dropping from 53% in 2014 to 47% in 2015.




Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News


Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Conference
The HR Summit 2019
The HR Summit 2019
8 October 2019
Hallam Conference Centre, London W1W 6JJ
The 11th HR Summit 2019, Hallam Conference Centre, 44 Hallam St, Marylebone, London W1W 6JJ
AI in Retail Conference 2019
AI in Retail Conference 2019
16 October 2019
Cavendish Conference Center, London W1G 9DT
Digitally native competitors and demanding customers are forcing a new perspective in retail. AI and machine learning can help you step up to the challenges; and some ‘small and beautiful’ solutions can increase your conversion rates within just a few weeks.
Omnichannel Futures Conference 2020
Omnichannel Futures Conference 2020
5 February 2020
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy