Blog | 16 September, 2018


Consumers crave coupons

Consumers are still coupon hungry. That’s according to a survey by our colleagues in the US. Insights from its 2018 Purse String Survey of more than 6,200 value-seeking consumers, show a fervent desire for coupons and deals.

The top three categories of interest for savings are groceries (93 percent); dining out/restaurants (68 percent); and healthcare items (62 percent). Non-traditional categories of interest for coupons and deals include travel (33 percent) and prescription drugs (20 percent).

Cross channel campaigns

The survey also supports the need for brands and retailers to run cross-channel campaigns:

    • 81 percent of respondents like brands to communicate coupons and offers in both print and online so they don’t miss savings.


    • 74 percent said seeing an offer in both print and online captures their attention.


  • 60 percent expressed that seeing an offer in both print and online makes them more likely to make a purchase.

Understanding what consumers want ‘right now’ is crucial for a successful marketing campaign, said Curtis Tingle, Chief Marketing Officer, Valassis. “Shoppers have more options of how, when and where to shop than ever before. The retail landscape is forever changed and will continue to evolve as online retailers explore a presence in brick-and-mortar stores. The 2018 Valassis Purse String Survey aims to help brands and retailers better understand value-seeking consumers’ wants and needs to activate them.”

For more insights from the survey, check out our infographic.