Survey: Hard Times Make Consumers Feel More Comfortable Using Coupons

Toronto More than one in five U.S. consumers admit they are self-conscious about redeeming coupons at the grocery store, according to research released by ICOM Information Communications L.P.

However, hard economic times of the past six months appear to be easing shoppers’ inhibitions about coupon clipping. Nearly 57% of ICOM survey respondents that admitted they were self-conscious about redeeming coupons at the grocery store also said that they now no longer care as long as they are saving money.

“In a down economy, even the most stubborn consumers are receptive to money saving offers,” said Mark Hertenstein, VP, client services, ICOM. “This is a perfect time for brands to engage desirable consumer segments with offers that appeal to their frugal mindset.”

In other results, 43% of shoppers said that they have used more coupons in the past six months. Broken down by age, 57% of consumers 35 years and younger admitted to using more coupons in the past six months. That compares to 40% of those 35-54 years old, 36% of those 55-64 years old and 25% of those 65 and older that answered the same.