Coupons are seeing a resurgence, driving printing orders for News Corp., Valassis, Vertis and dozens of insert printers, with cents-off appeals aimed not just at grocery staples, but for luxury products as well. As economic ills pressure consumers at all income levels, savings from printed coupons are a welcome relief, especially with holidays approaching. A study by The TrendSight Group found 85% of women surveyed say they have been personally impacted by rising energy and food prices. And, while many women say they won’t change things for special occasion meals, nearly 30% surveyed say they will be using coupons this Thanksgiving due to rising costs. "We can expect this financial situation to lead to some major changes in spending patterns and priorities, affecting businesses in almost every industry," says TrendSight founder Marti Barletta. "And while some, like couponing, may be short-term adjustments until the economy improves, there will be many long-term shifts that will last for a decade."
To raise redemption rates and drive buying decisions at the retail level, product labels with integrated coupons are growing in popularity. Lauterbach Group, which provides such integrated coupon labels, is building a new plant in Waukesha, WI, due to open in first quarter next year.
Studies of consumer behavior by Valassis and its Redplum.com unit, find current economic conditions are driving consumers too look for deals. RedPlum surveyed 5,400 consumers
-89% are most interested in finding coupons and deals for groceries; 70% for restaurants/dining out; and 51% for clothing.
-88% redeem online coupons.
-85% use coupons at supermarkets and/or drug stores.
-41% spend 10 minutes to an hour a week seeking coupons; 38% spend 1-3 hours weekly.
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