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Direct Response Marketing

Online Coupons to Rise in Holiday Season

21 Oct, 2009 Response This Week


NEW YORK – According to the Second Annual Benchmark Survey on Consumer Coupon Behavior, 45 percent of adults online plan to spend less money on gifts this holiday season than last year. The survey, conducted by HarrisInteractive for RetailMeNot, also showed that consumers would be increasing their use of coupons to make holiday purchases.

In line with the spending habits of 2008, Americans are still worried about their financial status and will continue to spend less for the holidays. But research shows that coupons will largely affect if and when they spend their money.

Of those surveyed, 30 percent will not make a purchase at an online store if they don’t have a coupon for that store – up from 27 percent of online adults in 2008. In addition, 22 percent will go to a different store to make the same purchase, up from 20 percent a year ago, while 8 percent will wait until a coupon is available to make the purchase (same as 2008).

“Consumers are more aware of their spending than ever and are very active in trying to find the best deals,” says Guy King, co-founder of RetailMeNot.com. “Coupon Web sites are still growing rapidly in popularity, with nearly two-thirds of consumers checking for coupons when they shop online. As a result, we are seeing more and more merchants embracing coupons as a way to connect with their budget-conscious shoppers.”

Other findings reveal that 62 percent of adults look for coupons for online stores and 12 percent never make a purchase without checking an online coupon Web site first, a jump from 8 percent last year.


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