Market research has shown that coupon usage continues to be an essential part of the shopping journey (Valassis 2019*). Our own research of shoppers who use Flipp shows that in combination with weekly ads, coupons are an important component of the weekly savings journey. Read on to discover the top coupon categories, the most favorable formats, and the top demographics of digital coupon users.

Grocery tops the list for most popular coupons 

Couponing is second nature to Flipp users, especially when it comes to high-frequency retail items – Flipp’s strongest content category. The most common coupons used are for grocery, household essentials, and beauty and personal care products. Preference for these types of coupons makes Flipp the ideal destination for weekly savings, due to the wide variety of grocery and other high-frequency retail content.

Coupon Usage Monthly by Category

Print vs. digital which takes top spot?

When it comes to the type of coupons, digital coupons are top of mind for Flipp users, though print coupons still play a role. The most used digital coupons are those that can be loaded to a store’s loyalty program.

Digital and Print Coupons Used

What’s the demographic of digital coupon users?

Flipp users are more likely to use digital coupons compared to shoppers who do not use Flipp.  Among Flipp users, families with children and millennials are the most avid users of digital coupons.

Digital Coupon Users

Coupons are here to stay, whether you enjoy the traditional print version or love the convenience of digital, shoppers are relying on this savings tactic for their weekly shopping. To learn more about how shoppers are saving with weekly ads, check out our Q&A with Flipp’s Director of Consumer Insights, titled Everything We Know About Flyers.

Want to be a part of our Flipp Appinions research community? You’ll have the opportunity to share your opinions about the Flipp app via surveys & discussion forums. That’s not all! By joining our community and completing surveys, you’ll get entered into a monthly gift card draw. To join the Appinions community, click here.


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