Report: Coupon distribution continues to grow

Livonia, Mich. A report released Wednesday by media and marketing service Valassis found that coupon distribution and redemption in the first half of 2010 continue to build on the record-breaking growth trends of the past year. In total, consumers saved nearly $2 billion with coupons in the first half of 2010, a 37% increase over pre-recession levels.

The report said that marketers offered 18 billion more consumer packages goods coupons in the first half of 2010, up 11.4% from a year ago and 24.8% from mid-year 2008.

These findings were revealed as part of the mid-year 2010 CPG Coupon Facts Report, released by NCH Marketing Services, a Valassis company.

Overall redemption volume has increased 7.9% year-to-date, with a higher growth rate (+12%) coming from the health and beauty care segment in 2010, according report findings. The sustained growth in coupon redemption volume produced the seventh consecutive quarter of year-over-year increased usage. HBC marketers also increased their use of coupons at the fastest pace, up 20.8% from a year ago, compared with 6.7% for the grocery segment.

"Marketers have increased their promotional activity as consumers have embraced mindsets toward value and are defining what has been called the 'new normal' when it comes to these learned shopping behaviors," said Suzie Brown, Valassis CMO. "Consumers are adjusting their spending and becoming more strategic in their purchases as deal seeking escalates. Today's shoppers don't leave the house without their coupons and they don't seek savings in just one place or from one media source."

Among retailers, the largest increase in redemption volume so far this year has been in convenience stores, warehouse clubs and discount variety chains, such as dollar stores. Redemption across those store types as a whole is up 36.6%.