UK consumers' coupon usage reaches 99 percent

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By: Wise Marketer Staff |

Posted on August 18, 2015

With coupon usage by UK supermarket shoppers surging to 99%, and coupon redemptions increasing 37% over last year, consumers are saving 3.2 billion annually, according to research by coupon experts Valassis.

Forty-three percent of consumers save at least 5 a month, a 4% rise on 2014, while 19% of consumers save at least 10 a month, showing the positive impact of coupon redemption on household budgets.

The survey also found that 18% of consumers say they feel better off than a year ago, while the proportion who say they are worse off is 28%, a 2% decline over last year.

However there are notable differences in social classes and age groups. While 22% of ABs feel better off, only 12% of DEs do, and just 14% of the 45-54 age group feel better off compared with 28% of 16-24 year olds. Despite the recent upturn in the economy there are certain demographics still feeling the pinch.

Charles D'Oyly, managing director at Valassis, commented: "The survey findings show an increase in coupon use across British society and the significant savings for shoppers. Consumers see some improvement in their personal financial outlook while continuing to use coupons as a means to stretch their household budgets."

While the amount of consumers receiving coupons through the post or at the till has remained the same, the internet is growing as a source of coupons to consumers, with more than one third of consumers downloading offers.

Consumers' allegiance and where they shop has been a frequent topic in the news in recent years. The Valassis survey shows an increase of 14% in shoppers who say they 'will not shop around' compared with 5% a year ago, while 78% of shoppers 'will shop around to some extent'.

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