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Digital Coupons On The Rise, But Still Below Print

Who knew coupon distribution was a thing? It is, and while we are all used to those handy-dandy clip-out coupons that come in our weekly paper, it seems as if digital coupons are the rise.

In fact, those buy one, get one free (BOGO) print offers (we all love) lowered in 2018, especially when it came to Food items, and the decrease was about 50 percent when compared to 2017. Interestingly enough, BOGOs offered digitally increased by 93 percent last year (versus 2017), with Food promotions seeing an increase of 85 percent, and non-Food categories jumping over double (+131 percent); this according to a Kantar Media report.

Marketing Chart reported that the increase in digital coupon distribution, along with the decrease in print offers, extends beyond BOGO. The total number of print coupon distribution decreased to just over 243 billion last year, from just over 278 billion in 2017. Meanwhile, digital coupon distribution increased to just over 8 billion in 2018, from 6.9 billion the year before that.

With that said, despite the decrease in print coupons and increase in digital coupon distribution, digital provided purchase incentives of $14 billion; while print was at a whopping $497 billion.

Additional research offered by Valassis revealed that 91 percent of American consumers report using print coupons, while 75 percent stated they went with digital coupons. This same report revealed an increase in individuals that preferred getting paperless coupons sent to their mobile or loyalty card; however, the numbers also jumped around those people who preferred getting “paper” coupons. In fact, the only paper method coupon preference that saw a decline were those printable coupons from the Internet, with a 34 percent decline year-over-year.

Interestingly enough, load-to-card and load-to-wallet mobile methods rose at 21 and three percent, respectively.

It’s clear, technology continues to dominate our world these days, and it seems that coupons are affected by this “mobile” trend wave, as well.

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