A recently published report called "The Coupon Comeback" provides in-depth information about who loves to use coupons and why. Some good things to know out of this report include:

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It all began with the “Great Recession” of '09, which changed the way in which many people feel about money and shopping and, in a way, ushered in a new era for the discount coupon.



In the past few years, reports show that coupon redemptions have grown by 27% as savy shoppers search for ways to slash costs and obtain more bang for their buck. In fact, 2009 saw “the second highest year-over-year growth" ever recorded.



Coupon users - the most passionate users - account for 65% of coupon related purchases. This drove a massive amount of sales and growth - with coupon users making 1.7 more trips than non-users and shopping more (a rate 1.8 times greater annually).



While some might think that coupon clippers are only interested in a great deal, these findings show true benefits to businesses deploying coupons in their promotional mix.



With the amazing value provided by coupons, one would also think that the lowest income households could be among the heaviest users. False! In fact, more rich households dominate coupon use: 38% of “super heavy” users and 41% of “enthusiasts” come from households with incomes greater than $70,000. Households with income of $100,000 and more were the greatest drivers of coupon growth in 2009. The enthusiast category also attracted a large number of households with incomes between $52,000 and $72,000.



When the economy gets stronger, will buyers continue this coupon binge? With the economic recovery creeping along and with so very little employment growth, it appears a fairly safe bet to anticipate coupon use to continue to go up. As long as shoppers feel unsure about their personal finances or lack confident about their employment prospects, they're going to keep looking for ways to save and get the most for their money. In addition to expanding the appeal of coupons in general, manufacturers and retailers would do well to target coupon enthusiasts


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