Market Trend: The Couponing Consumer in a Down Economy

Crisis is the word of the day when it comes to the U.S. economy late in 2008. Housing crisis, credit crisis, auto industry crisis. As Americans find themselves caught in the grip of an economic recession, they are adjusting their budgets and rethinking their spending habits. The unforgiving economic situation has led to an increased consumer focus on finding ways to save money, and coupons present one tried and true method for mediating the quickening void. Not only do coupons serve the general purpose of saving money, but they can also lead the way for the many consumers who are transitioning to less expensive brands and trying out less expensive products.

This all new Packaged Facts report, Marketing Trend: The Couponing Consumer in a Down Economy, uses current and historical Simmons Market Research consumer data to look at coupon-related consumer penetration rates and consumer demographics. Packaged Facts analyses retail and product category coupon use, including an overview of the demographic characteristics of consumers more likely than average to redeem coupons within these categories. This report also covers consumer use of coupon sources such as mailers, inserts, magazines, etc. The report ends with an overview of coupon opportunities for marketers in this difficult environment.