The Ultimate Guide to Coupon Usage Statistics in 2025: Trends, Behavior, and Redemption Rates
Coupons play a bigger role in shopping than most people realize. In fact, 83% of consumers say coupons influence their purchasing decisions, affecting what they buy, when, and even which brands they choose. As digital couponing grows and shoppers become more deal-savvy, understanding how coupons impact behavior is more critical than ever.
This article explores the latest coupon usage statistics, from digital trends and redemption habits to consumer behavior and marketing strategies.
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- 83% of consumers say coupons influence their shopping decisions, affecting what they buy, when they shop, and even which brands they try.
- Digital coupons have become a regular part of shopping routines, with 50% of consumers using them occasionally and 22% relying on them almost every time they shop.
- 35% of consumers use digital coupons in-store, highlighting the steady rise of mobile-friendly discounts.
- Coupons still encourage brand discovery. 39% of shoppers have tried a new brand because of a coupon, showing how deals can drive trial.
- 38% admit that coupons lead them to buy more than planned, proving that a good discount doesn’t just save money. It often increases basket size.
How Common Is Coupon Use Today?
Coupons are still a significant part of how people shop in 2025, both online and in-store. Here’s a closer look at how often they’re used, who’s using them, and where.
Over 90% of U.S. consumers used at least one coupon in the past year.
This shows that couponing remains a mainstream behavior, not a niche habit. Regular use, especially of digital coupons, is rising, with 50% using them occasionally and 22% using them almost every time.
62% of U.S. consumers actively seek promo codes, discounts, or coupons when shopping online. 14% of online shoppers reported that they always use coupons when shopping online.
Adults over 55 have the highest usage rate, with 96% using coupons, compared to 91% of those aged 35–54 and 87% of those aged 18–34.
While couponing is common across all ages, older adults are more likely to use paper coupons. Younger shoppers are more drawn to digital discounts, with Millennials leading digital coupon use at 70%.
Coupon use by age group is as follows:
- Over 55 years: 96% used coupons
- 35 to 54 years: 91% used coupons
- 18 to 34 years: 87% used coupons
Older generations, especially Baby Boomers (57%), are more likely to use coupon codes or discount codes in response to inflation compared to Millennials (33%) and Gen Z (38%).
Paper coupon use is highest among older adults:
- Over 55 years: 70% use paper coupons
- 35 to 54 years: 63%
- 18 to 34 years: 46%
Digital coupon use is more prevalent among younger consumers:
- Millennials: 70% use digital coupons
- Gen Z: 62%
- Gen X: 61%
- Boomers: 44%
- Silent Generation: 11%
Younger shoppers (under 44) are more likely to redeem digital coupons, with over 50% doing so.
67% of shoppers used digital coupons in 2023, while 59% used paper coupons.
Digital offers dominate, but physical coupons still play a significant role. 35% of consumers use digital coupons in-store, and many print coupons online at checkout.
Online shoppers find these coupons through the following platforms:
- Search Engines: 48%
- Coupon Websites: 44%
- Mobile Apps: 43%
Digital Coupons vs. Paper Coupons
Today, Shoppers use digital and paper coupons, but preferences vary widely by age, convenience, and shopping channel.
There has been a clear shift from paper to digital coupon use in recent years.
In 2019, 75% of consumers used paper coupons and 63% used digital coupons, but by 2023, digital coupon use increased to 67%, while paper coupon use dropped to 59%.
Digital coupons also made up a growing share of total coupon distribution, accounting for 16% of all coupons issued in 2023, a 167% increase from 2022. Millennials have played a significant role in this trend, with 82% using digital coupons, compared to 72% using paper coupons.
While older shoppers still favor traditional paper formats, digital couponing continues to outpace paper as the preferred option, especially among younger consumers.
Digital coupons have redemption rates up to 10 times higher than paper ones.
This data reflects stronger consumer engagement. Most users access them via mobile, with over 90% using smartphones for digital couponing.
Beyond convenience, the savings add up. In some markets, users report saving as much as £1,200 per year, and retailers benefit too; coupon users spend up to 24% more than non-users.
Digital coupons are now preferred by most U.S. shoppers, with 67% using them.
Meanwhile, paper coupon use remains common but continues to decline, especially among younger consumers who strongly favor mobile redemption.
Here’s a breakdown of consumer preferences depending on coupon types:
- Digital Coupons: Preferred by 57% of shoppers (U.S.); 67% of consumers used digital coupons in 2023
- Paper Coupons: Used by 59% of consumers in 2023, but declining steadily from previous years
- Mobile Usage: 93% of digital coupon users redeem via smartphones; mobile coupons redeemed 10x more than paper coupons
- Dual Usage: 55% of consumers use both digital and paper coupons
How Coupons Influence Shopping Behavior
Coupons don’t just reduce costs. They actively change how people shop, from spending habits to brand choices.
Consumers spend 3x more than the coupon’s value.
For every $1 saved through a coupon, shoppers increase their spending by about $3, highlighting how coupons boost total sales. On average, coupon users spend $270, compared to $210 spent by non-coupon users.
Shoppers make 35% more unplanned purchases with coupons.
In one study, coupon users made 2.3 unplanned purchases in two weeks, compared to 1.7 for those without coupons. This shows how deals trigger impulse buying, especially when shoppers fear missing out.
Coupons increase brand trial and switching.
Lower prices reduce the risk of trying new products, leading more consumers to explore unfamiliar brands. Many stay loyal to brands that offer regular discounts, even when others offer similar prices.
Coupon Redemption Rates and Trends
Redemption rates reveal how effectively coupons drive purchases, and the numbers show digital formats are leading the way.
Digital coupons now redeem at 33.3%, far surpassing older formats.
While free-standing insert (FSI) paper coupons average 24.2% and instant redeemable coupons sit at 15.3%, digital coupons have climbed to a 33.3% redemption rate. That’s a massive jump from just 1.06% in 2015, showing how far digital engagement has come.
93% of digital redemptions now happen on mobile devices.
Smartphones dominate the redemption landscape, with 93% of digital coupons redeemed via mobile in recent years. This trend is expected to rise slightly to 93.8% by 2026. Mobile redemptions are now 10 times higher than traditional paper coupons, confirming a clear shift in user behavior.
Grocery coupons lead, while retail sectors see higher conversion rates.
Grocery and household categories continue to show the highest coupon redemption rates, especially since digital redemptions overtook print in 2020. While fashion and apparel see lower rates, digital promotions have helped increase redemption in those sectors. Retailers using coupons also report a 50% boost in conversions and up to 24% more spending from coupon users.
Who Uses Coupons the Most?
Coupon use is widespread across all generations, but preferences and habits vary, especially in digital versus paper formats.
Boomers have the highest overall coupon usage at 96%.
Millennials are the top users of digital coupons, though Gen Z is quickly catching up. Younger generations tend to prefer mobile and digital formats, while Boomers continue to rely more on paper coupons.
Here’s a quick breakdown:
| Generation | Overall Coupon Usage | Digital Coupon Usage | Paper Coupon Usage | Preference Summary |
| Gen Z (under 25) | N/A | 62% | 38% | Prefer mobile and digital tools |
| Millennials (25–40) | 87% | 70% | 30% | Strong digital preference, high mobile use |
| Gen X (41–56) | 91% | 61% | 39% | Balanced use of digital and paper |
| Boomers (57+) | 96% | 44% | 56% | Paper-preferred but growing digital use |
Coupons appeal to nearly everyone, regardless of income or location.
Statistics show that usage is consistent across income groups:
- Lower income ($20K–$39K): 87% use coupons
- Mid income ($100K–$149K): 85% use coupons
- High income ($200K+): 86% use coupons
These numbers show that coupon usage is nearly universal, regardless of financial status. Meanwhile, geographic trends highlight strong engagement in North America and Europe:
- United States: Over 145 million adults used coupon codes in 2021
- Canada: 52% of consumers appreciate brands that offer coupons
- United Kingdom: 48% value coupons
- Germany: 47% value coupons
- India: 47% value coupons
- China: 31% value coupons
These figures show that while coupon usage is strongest in North America and parts of Europe, interest is growing steadily across Asia.
Smartphones dominate coupon redemption, with 93% happening on mobile.
These insights show how consumers are using a wide range of digital channels to discover and redeem coupons, with mobile apps and search engines leading the way:
| Platform/Channel | Usage Insights & Statistics |
| Mobile Apps | 43% of online shoppers find coupons via mobile apps. 93% of digital coupon redemptions occur on smartphones. Millennials are the most active mobile coupon users (70% search coupons on smartphones). |
| Browser Extensions | 29% use Honey, 28% RetailMeNot, 21% Rakuten, 21% Coupons.com. Extensions save time and aggregate codes, which are favored especially by millennials. |
| Newsletters | 21% of shoppers use retailer newsletters to find coupons. |
| Search Engines | 48% find coupons via search engines, the most common discovery channel. |
| Coupon Websites | 44% use coupon websites regularly. |
| Social Media | 34% use social media to find coupons and deals. |
Coupons in Marketing Strategies
Coupons are not just tools for savings. They are powerful marketing assets that drive sales, boost engagement, and influence consumer behavior.
Conversion rates are significantly higher with coupons.
Shoppers with coupons spend 25% more and 48% buy sooner than those without. Cart abandonment emails that include a coupon can boost conversion rates by 10 to 15%.
Engagement improves with personalized coupon campaigns.
Emails featuring coupons get higher open and click-through rates, especially when the offers are time-sensitive. Push notifications with coupons also perform well, particularly when geo-targeted near physical stores.
ROI improves with smart discounting.
Brands that offer modest but practical discounts see more substantial margins and higher customer lifetime value. Digital coupons have a 7% redemption rate, outperforming traditional formats and making campaigns more cost-effective.
Popular Tools and Apps for Couponing
Today’s shoppers rely on various discount apps and tools to find, manage, and redeem coupons more easily.
Here’s a quick look at the popular tools and apps for couponing:
| App | Adoption Highlights | User Feedback Summary |
| Honey | Millions worldwide use a top browser extension | Easy to use, automatic savings, occasional outdated codes |
| Rakuten | Large active base; 3,500+ merchants | Generous cashback, referral bonuses, occasional payout delays |
| Ibotta | Popular for groceries and everyday shopping | Broad grocery coverage, simple receipt upload, pre-activation needed |
| Groupon | Strong for local deals and experiences | Wide variety of deals, easy redemption, deal quality varies |
| Coupons.com | Trusted for grocery and household coupons | Extensive coupons, mobile scanning convenience |
| ShopKick | Engages shoppers with gamified rewards | Fun earning points without purchase, retailer variety desired |
Seasonal Coupon Trends
Coupon usage often spikes around major shopping events and holidays, with retailers timing discounts to match consumer demand throughout the year.
$10.8 billion spent online on Black Friday 2024.
Black Friday online sales in the U.S. jumped by 10.2% from the previous year. In-person shopping also surged, with 81.7 million visiting stores and 87.3 million shopping online, the highest turnout since the pandemic.
Cyber Monday 2024 hit $13.3 billion in online sales.
Cyber Monday surpassed Black Friday again, with consumers spending $13.3 billion online, up $0.9 billion from 2023. The event generated fewer transactions, but with a much higher average order value (AOV) of $651, compared to $251 on Black Friday.
197 million shoppers engaged during Cyber Week.
The Thanksgiving through Cyber Monday stretch saw 197 million U.S. shoppers, a 14% increase over the previous year. The busiest period was 8 to 10 PM on Cyber Monday, with spending peaking at $15.8 million per minute.
Mobile shopping accounted for 69% of Black Friday purchases.
Globally, 69% of Black Friday sales happened on mobile devices, up slightly from 68% in 2023. Mobile traffic also drove 79% of e-commerce visits during Cyber Week.
Buy now, pay later hit $686 million on black friday.
Spending via Buy Now, Pay Later services rose by 8.8% in 2024. This payment option continues to grow in popularity, especially for higher-ticket holiday purchases.
Toys and electronics led with up to 31% discounts.
Toys saw a 27% off on average during Black Friday, while electronics were discounted by up to 31% on Cyber Monday. Amazon’s deals were exceptionally competitive, offering prices 14% lower than those of other major U.S. retailers.
75.7 million shoppers used both online and in-store channels.
Omnichannel behavior is increasing, with 75.7 million consumers shopping both online and in physical stores. Retailers are adapting by focusing more on app-based offers, geo-targeted push notifications, and direct marketing during peak periods.
The Future of Couponing
The future of couponing lies in smarter, more personalized, and mobile-first experiences driven by technology and consumer demand. Let’s look at some of the statistics on the future of couponing:
| Trend Area | Future Outlook |
| Market Size | Global mobile coupon market projected to reach $1.6 trillion by 2030 |
| AI and Personalization | AI will power variable pricing and deliver hyper-targeted, personalized offers |
| Loyalty Integration | Coupons will be seamlessly integrated with loyalty programs for better customer retention |
| Consumer Expectations | 78% of consumers expect digital coupons as a standard feature, with rising concerns about data privacy |
| Mobile Dominance | Smartphones will continue to dominate, with over 93% of digital redemptions occurring on mobile |
| Emerging Technologies | Technologies like blockchain and geolocation will enhance security and precision in coupon delivery |
| Social & Influencer Coupons | Influencer and social media-based coupon campaigns will become more widespread and impactful |
Final Thoughts
The data is clear. Coupons continue to shape the way people shop. Digital formats are leading the charge, with mobile usage, personalization, and smart targeting making coupons more effective than ever. Consumers are using them across all income levels and age groups, while brands are leveraging them to boost engagement, loyalty, and sales.
For businesses, the takeaway is simple: modern coupon strategies are no longer optional. They are essential for staying competitive in today’s market. And for consumers, coupons remain a powerful tool to save money, try new brands, and make smarter purchases.
FAQs About Coupon Usage
How effective are coupons for businesses?
Coupons are highly effective in boosting sales and customer engagement. They can increase average order value, improve conversion rates by 10–15%, and drive loyalty when used strategically.
What is the average coupon redemption rate?
Redemption rates vary by format. Digital coupons currently have a redemption rate of around 33.3%, while paper-based coupons like free-standing inserts average 24.2%, and instant redeemable coupons are around 15.3%.
Are digital coupons better than paper?
Digital coupons offer higher redemption rates, better targeting, and more convenience for both shoppers and brands. While paper coupons are still in use, especially among older shoppers, digital formats dominate due to mobile access and personalization.
What percent of shoppers use coupons online?
Around 62% of U.S. consumers seek out coupons when shopping online, and over 50% regularly redeem them through digital platforms like apps, extensions, or websites.
