Coupon Trends from 2012

1One of the things that I had noticed in 2012 was the lower domination of coupons and the shorter expiration dates.  The shorter expiration looks to be a continuing theme in 2013.

Anyways, Coupon Maven wrote a piece on regarding her visit to the Inmar Coupon Conference.  According to the Coupon Maven Inmar is the largest coupon marketing firm in the nation.  The conference was attended by manufacturers, retailers and bloggers.

Interesting fact that Coupon Maven mentions about coupon redemption:

  • In 2012, 310 billion coupons were distributed. 3 billion were redeemed – less than one percent of all coupons issued were used by consumers.
  • Of the coupons redeemed, 2 billion were for food, and 1 billion were for non-food items.
  • Redemption is down .5 billion over 2011.
  • Of all coupons redeemed by consumers, 43.9% of them came from the inserts. 8% were ecoupons, with 4.6% print-at-home. 18.1% of coupons redeemed were instant redeemable, or what we think of as “peelies!” That’s a big increase in shoppers using coupons that are right in front of them in the store.

Inmar also noted that coupon redemption was down:

  • Lower face values
  • Shorter expiration periods
  • Greater purchase requirements (coupons that require you to buy multiple items)

A couple of months ago, I had mentioned in my P&G Rant about the P&G low denomination coupons.  I am sure with all those $.25 Crest coupons in 2012 that P&G saw a decline in sales of Crest Toothpaste and Oral-B Toothbrushes.  Crest is my favorite toothpaste but I won’t buy it if their is only a $.25 coupon being offered.

The Coupon Maven’s article was very interest and you should read the entire article!

Pic by Inmar Analytics 2012 Coupon Trends on


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