Who Is Most Likely to Use a Coupon?

Since the start of the financial meltdown in 2008, coupon use has come back in vogue for many Americans. In 2009 shoppers used 27% more coupons than in 2008 and online coupon spiked 360%. Coupon use has become so pervasive that while many still think using a coupon on the first date is tacky, 41% are alright with it. Given the increased use, perhaps it's no surprise that coupon users represent a wide array of people.

Deals.com recently completed a survey of coupon users and found that it's not just middle-class penny-pinchers that are embracing coupons, but also individuals earning more than $100,000 a year.

In a survey of 8,650 consumers Deals.com found that shoppers with a college degree are 73% more likely to use online coupons and households earning over $100,000 are also more likely to use coupons.

Infographic by Deals.com

These statistics may not surprise you, but they certainly illustrate a new trend in coupon usage over the past few years. A study of coupon usage by RetailMeNot.com back in September of 2009 found that 27% of college graduates use coupon websites to find coupons, an increase of 5% from the previous year.

A similar survey conducted in the middle of 2010 by Coupons.com also found that households with incomes over $100,000 were twice as likely to use coupons as ones earning under $35,000, and those with a college degree are also almost twice as likely to use coupons as those who did not graduate high school.

The recent data, and interest, in coupon usage does seem to show that affluent shoppers are more likely to use coupons than those with limited incomes. One thing that is worth mentioning here is that these shoppers are better able to afford name-brand items, which many newspaper coupons focus on. If lower-income shoppers are already buying the store brand it is much harder, if not impossible, to find coupons that apply.

None of this does anything to address the coupon stigma that still exists in many circles, but we hope you'll join us in celebrating the coupon user of all backgrounds -- we may be from various backgrounds and income brackets, but give us a circular, online coupon or manufacturer's coupon and we'll all line up in the same checkout to save together!
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