The Annual Topline U.S. CPG Coupon Facts Report for Year-end 2010, released by NCH Marketing Services, Inc., a Valassis company, indicates that marketers distributed 332 billion consumer packaged goods (CPG) coupons last year. The distribution method broke out as follows:
- Free-standing inserts – coupon booklets 87.7%
- In-store media – 5.2%
- Digital – 7.1%
Consumers redeemed 3.3 billion coupons, generating a response rate of nearly 1% and an increase of 3.1% over the previous year. The study also indicated that more consumers are looking for and using coupons. About 78.3% of consumers redeemed coupons in 2010. This marked the 4th year of steady increase.
The average coupon was worth $1.46. In just over 1/4th of all instances, shoppers had to buy 2 or more of an item to secure the discount. And the coupons generally expired within 9.1 weeks.