Promotional coupon use increases among consumers

UK shoppers are increasingly using money-off coupons according to a new survey of 1,000 UK adults commissioned by Valassis Ltd. In an increase of 10% since 2013, over a third of consumers are saving at least £5 a month using coupons and 84% of supermarket shoppers now use them.

Promotional-seeking behaviour is becoming increasingly ingrained among consumers with almost a third of people stating they are looking for promotional offers more than they were a year ago. This is coupled with a large decline in consumers stating that they never use coupons.

Britain’s “big four” supermarkets, Tesco, Asda, Sainsbury’s and Morrisons, all face a growing challenge from cheaper retailers with recent industry data showing sales at Aldi surging 33.5% and Lidl up 16.6%.

Charles D’Oyly, managing director at Valassis, commented: “The supermarket wars continue to be white hot with the battle for consumer spend as fierce as ever. Consumers have grown accustomed to discounts, with coupon usage now forming an integral part of the shopping trip, so it’s no surprise that we are witnessing record volume redemption rates across a variety of products. Retailers appear to be tapping this trend by creating their own uniquely issued coupons to drive more traffic into their stores.”

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