Who’s Using Coupons?
Posted by Jim | September 5, 2009 | Comments Off
With more people struggling to make ends meet these days, it’s not surprising that coupon use was up 23% in the first half of 2009. More surprising are the results of a recent study by The Nielsen Company including:
- Households earning more than $70,000/year are more likely to be heavy coupon users than U.S. households in general.
- Households in affluent suburban or comfortable middle-class neighborhoods are also significant coupon users.
- Low-income households and residents in rural or struggling urban neighborhoods are more likely to be low- or non-coupon users.
- Lighter coupon users in 2008 are likely to be heavier coupon users in 2009.
Such findings may indicate that the current recession has renewed interest in thriftiness, and has been especially tough on wealthier households.
“…coupons are back in vogue.”
- Todd Hale, The Nielsen Company
Technology may also play a part, making it easier than ever to use coupons. Stephanie Nelson, author of the upcoming The Coupon Mom’s Guide to Cutting Your Grocery Bills in Half, runs a popular printable coupon web site called couponmom.com. I also previously reviewed alice.com, which automatically applies clipless manufacturer coupons to your order. What remains to be seen is: will these affluent shoppers continue to use coupons when the economy turns around?
Have you found yourself using coupons more?
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