Though some people prefer to enter the supermarket armed with a detailed grocery list, an attractive coupon can trigger impulse purchases, and encourage consumers to buy something they may have otherwise not.
In fact, an Inmar survey of 1,000 US grocery shoppers in January 2018 found that nearly four in 10 respondents had bought more than they intended to because of a good deal. And almost as many bought from a brand they wouldn’t have otherwise purchased.
As expected, consumers continue to rely on a combination of coupon types for savings. Fully 55% of those surveyed said they use both digital and paper coupons.
However, 53% of respondents expressed a desire for all coupons to be digital. What’s more, 63% would increase the amount of coupons used while shopping if the offers were available online.
Despite the interest and convenience of mobile coupons, eMarketer estimates only 53.2% of the adult population will use digital coupons this year. That's an increase of just 3.3% over 2017.
Indeed, the comfort and familiarity of weekly print circulars have made them a hard habit to break. According to Retail Feedback Group, more than half of US grocery shoppers still look to circulars at home for deals.