Who Uses Coupons?

January 22, 2021

Who Uses Coupons?

While you might think that only working class and poor people use coupons, the bottom line is that almost everyone uses them. In fact, studies show that 96% of Americans use coupons at least occasionally.1 Consumers love a great deal, and you can offer coupons and discounts on just about any product or service. Below are just a few groups who are often overlooked as being coupon users. But the statistics tell a different story.

Wealthy People

It might seem surprising, but wealthy people love saving money with coupons. In fact, households with annual incomes of $100,000 or more are twice as likely to use coupons than households earning less than $35,000 a year.2

Wealthy customers may be able to afford your most expensive products and services, but that doesn’t mean they don’t want a good deal. The majority of them are cautious about spending money and rarely make frivolous, unnecessary purchases. Rather than viewing your business as cheap, they’ll appreciate your coupons and the opportunity to save money.

College-Educated People

Higher education is often associated with wealth, so you might assume that poorer people who didn’t go to college are more likely to use coupons than college-educated folks. However, studies show that those with a college education are 78% more likely to take advantage of coupons than those with high school diplomas or less.3 So if your mailing list is full of people who went to college or graduate school, don’t be afraid to send them some awesome direct mail coupons.

Every Generation

You may think that only older people from the Silent Generation (1925-1945) and Baby Boomers (1946-1964) use coupons. While a whopping 96% of Baby Boomers and 91% of Generation X’ers (1965-1979) used coupons in 2016, Millennials (1980-1994) love saving money too.4

More than 90% of Millennials used coupons to plan their shopping lists in 2017, and many Millennials surveyed said they used more coupons in 2017 than they did in 2016.5 So whether your prospects are young adults or grandparents, sending them appealing coupons with your direct mail is always a smart choice.

Studies also show that coupons are especially popular among all generations of restaurant-goers. For example, 44% of Millennials prefer to receive restaurant information and offers by mail, as opposed to 40% by mobile. And 55% of Gen X’ers said they prefer receiving mail coupons, while only 27% prefer TV advertising. Plus, 61% of Baby Boomers prefer receiving mail coupons, while only 27% prefer newspaper advertising. On the whole, 55% of consumers prefer receiving restaurant information by mail compared to every other marketing channel