27 Coupon Statistics: Usage And Redemption Insights For 2025
Despite claims that couponing is a thing of the past, the statistics tell a very different story. In 2025, over 262.5 million Americans will redeem more than 700 million digital coupons.
Modern-age shoppers actively seek out savings, with 80% subscribing to promotional emails for digital coupons and 86% willing to try a new brand just because it offers a discount. These behaviors highlight how coupons remain a critical part of modern retail strategy.
In this blog, we'll debunk the myth that couponing is dead by diving into the latest statistics and trends for 2025. Through data and insights, we'll show why coupons are more relevant than ever for retailers.
Coupon Statistics At a Glance
- 91% of US shoppers redeem coupons.
- 80% of Americans sign up for promotional emails specifically to receive digital coupons.
- Global online shoppers are estimated to redeem 700 million coupons in 2025.
- Coupons have an average redemption rate of 0.9%, meaning if a brand distributes 1 million coupons, about 9,000 of them will be redeemed.
- 85% of shoppers are willing to exchange their data for discounts.
- 86% of online shoppers are more likely to try a new brand just because they offered a coupon.
Coupon usage statistics for 2025
It is forecasted that consumers globally will redeem over 700 million coupons in 2025, most of which will be used for household-related shopping. Consumers discover most of the coupons on social media groups and communities.
Number of coupon users in the United States
91% of American shoppers use coupons, which accounts for 262.5 million shoppers. Over half of these consumers use digital coupons, while only 7% make use of insert coupons.
Americans redeemed over 850 million digital coupons in 2023, up 7.7% from the previous year.
- Data reveal that 48% of US consumers are more likely to make a purchase sooner to use a coupon, and 38% are willing to buy a more expensive product when offered a discount.
Source: Coupons in the news, Clothingric.
The average coupon redemption rate in 2025
The average coupon redemption rate is around 0.9% in 2025, meaning if a brand distributes 1 million coupons, about 9,000 of them will be redeemed.
Digital coupons tend to have higher redemption rates compared to paper coupons, with mobile coupons particularly showing strong performance. Mobile coupons are redeemed at rates that are 10 times higher than their paper counterparts.
| Year | Coupons Distributed | Coupons Redeemed |
| 2019 | 235.46 billion | 1.32 billion |
| 2020 | 200.13 billion | 1.05 billion |
| 2021 | 168 billion | 865 million |
| 2022 | 139.44 billion | 789 million |
| 2023 | 85 billion | 850 million |
| 2024 | 91 billion | 890 million |
The average redemption rate for digital coupons can vary depending on factors such as the industry, target audience, and timing of the campaign. However, a coupon redemption rate of 7% or higher is generally considered to be a good result.
Source: Coupons in the news, Capterra.
62% of US shoppers are actively seeking coupons
62% of U.S. consumers actively seek out promo codes, discounts, or coupons when shopping online. The report also reveals that 59% of shoppers use Google or other search engines to find discounts before completing a purchase.
Additionally, 46% turn to coupon websites, while 41% rely on retailer apps or websites to find deals.
Source: eMarketer.
How many people sign up for coupons on websites
80% of Americans sign up for email offers specifically to receive digital coupons and discounts. 46% of US consumers also said that they search for coupons online, and 34% use coupon websites.
Additionally, the use of social media platforms like WhatsApp and Telegram channels for finding and sharing coupons is a growing trend among consumers.
Approximately 90% of major online retailers have partnerships with coupon websites, highlighting the importance of these platforms in consumer shopping behavior
Mobile devices also play a significant role, with 65% of consumers preferring to access coupons on their smartphones and 75% of millennials favoring text messages for receiving promotional offers.
Source: We can track
Digital coupons market size (2025 to 2032)
The global market for digital coupons is estimated at $10.61 billion in 2025 and is projected to reach $34.46 billion by 2032, growing at a CAGR of 18.33%.
The global digital coupon market has experienced significant growth in recent years, driven by the widespread use of smartphones and increased internet access.
The COVID-19 pandemic played a crucial role in accelerating this growth, as businesses began using digital coupons to boost online sales. During the pandemic, demand for e-coupons surged, particularly for groceries, meal kits, streaming services, and health-related products.
Additionally, the integration of digital coupons with mobile wallets and payment apps has improved the customer experience, making it easier to manage and redeem discounts. Subscription services offering exclusive deals and collaborations with influencers have further expanded the market by providing personalized offers and a sense of exclusivity for consumers.
Source: Business Research Insights.
Mobile Coupon Market Size (2025 to 2032)
The global mobile coupon market is expected to reach $1,568.53 billion in 2025 and grow to $2,899.08 billion by 2032, reflecting a CAGR of 10.8% during the forecast period.
The global mobile coupon product market refers to the sector that deals with the distribution and redemption of digital coupons or vouchers through mobile devices.
How many people exchange data for discounts
85% of US shoppers will exchange their data for discounts with 90% willing to provide their email, 70% their gender, and 60% their names.
Moreover, 48% are willing to disclose their birthdate, 43% their occupation, and 32% will even disclose their residential address for a discount.
7% of U.S. shoppers say that they are not willing to provide any information in exchange for discounts.
Emails with coupons have a 48% increase in revenue per email
Email has proven to be a highly effective way to deliver personalized content promptly. For instance, emails with coupons can boost revenue per email by 48%. Marketing strategies that incorporate even basic personalization, such as content or product recommendations based on past browsing or purchase history, tend to perform significantly better than more generic messages.
Coupons as a sale-boosting strategy
64% of U.S. retail media leaders think digital coupons are a great way to increase sales. In fact, 67% of consumer packaged goods (CPG) brand advertisers expect that both digital and paper coupons will be part of retail media plans.
Adding coupons to your retail media strategy can help boost sales, especially when shoppers are ready to buy.
93% of digital coupons are redeemed on a smartphone
9 out of 10 American shoppers redeem coupons on their smartphones. This comes as no surprise as the majority of US shoppers make their purchases through smartphones.
This preference is notably higher among women, with 70% indicating they shop primarily on their phones. Similarly, 70% of individuals aged 18 to 29 also prefer using smartphones for online shopping
The cart abandonment rate of online shoppers when no digital coupon is found
| Category | Never Abandon | Rarely | Sometimes | Often | Always Abandon |
| Groceries and meal kits | 14.40% | 40.90% | 31.70% | 8.70% | 4.30% |
| Health | 13.10% | 39.50% | 33% | 10.20% | 4.30% |
| Beauty products | 12.60% | 36.70% | 35.80% | 10.10% | 4.70% |
| Pet items | 12.40% | 41.30% | 33.30% | 10% | 3% |
| Digital subscriptions | 12.20% | 35.30% | 36.20% | 12.20% | 4.30% |
| Electronics | 11.10% | 39.60% | 36.70% | 7.90% | 4.70% |
| Books and e-books | 10.90% | 37.60% | 37.10% | 10% | 4.50% |
| Clothing and accessories | 10.60% | 40.20% | 35.20% | 10.80% | 3.20% |
| Takeout food | 10.20% | 38.80% | 35% | 10.60% | 5.40% |
| Home decor | 7.60% | 10.20% | 35.10% | 11.60% | 5.50% |
| Toys, video games, games | 7.20% | 41.20% | 37.60% | 9.40% | 4.60% |
| Travel | 6.80% | 41.70% | 33.60% | 12.80% | 5.10% |
Source: Statista
Most effective platforms for coupon distribution
- 42% of Americans use Facebook to find coupons, with 18% preferring Facebook Groups. Instagram and YouTube are used by 30% and 25% of consumers, respectively.
A good share of shoppers also join Telegram channels and Reddit communities to get their hands on updated offers and coupons.
- Load-to-card (L2C) Platforms see a 27% increase in coupon redemption.
- Email Marketing remains a direct and personalized channel for coupon offers, with high engagement rates. The overall average open rate for emails is 39.7%, with a 1.0% click-through rate (CTR), indicating high engagement rates for email marketing campaigns.
Source: CapitalOne Shopping, FinMasters, Supermarket News
What do people use coupons for
Coupons are widely used for a variety of goods and services, but the most searched coupon category in the U.S. is household items.
Data reveals that 46% of American shoppers look for household-related coupons.
Some other top categories include restaurants, groceries, electronics, and fashion.
Average savings using coupons
An average American household could potentially save $1,465 annually if they use online coupons.
Consumers could save an average of $272 on household items, with home improvement and furniture sites offering significant discounts and coupon incentives.
The largest percentage of savings, 8.6%, is in personal care and beauty items.
For travel, the savings rate is lower at 2.2%, but the average savings per purchase are highest for this category, at $41.05 per purchase.
Americans can cut their grocery and food expenses by $316 simply by using online coupons.
Source: FinMasters
Coupon usage by gender
14% of females always use coupons while online shopping, compared to only 8% of men.
Men are more likely to use deal websites to find promo codes, with 56% of men using them compared to 41% of women.
Women are more likely to consider buying on sale important, with 74% of women agreeing compared to 57% of men.
Here is a table showing the usage frequency of coupons while online shopping among women and men:
| Usage Frequency | Women | Men |
| Always | 14% | 8% |
| Often | 28% | 24% |
| Sometimes | 33% | 34% |
| Rarely | 16% | 21% |
| Never | 9% | 13% |
Source: Statista
Coupon usage by generations
Millennials are more likely than other generations to search for online coupons for at least half of their purchases. 70% of Millennial shoppers prefer digital coupons while shopping with 67% of women and 49.9% of men doing so.
48.8% of females aged 55 to 70 also search for coupon codes at least half the time while shopping. Women aged 22 or under do so 52.2% of the time.
Related Read: Couponing for kids.
Ability of coupons to influence purchasing decisions
- 86% of online shoppers are more inclined to try out a new business if they have a coupon.
- Up to 80% of shoppers are willing to “go the extra mile” to find the best deals, and 40% feel “smart” when they discover the best offers.
- 39% of consumers buy more than they intended when they have a coupon.
- 67% will make an unplanned purchase because of a coupon.
- Shoppers who use coupons end up spending 35% more than those who do not use them.
- 29% bought a particular brand they would otherwise not buy because they were offered coupons.
- 93% of consumers would make repeat purchases at a retailer that offered good deals and discounts.
- 75% of Americans who abandon their online shopping carts are influenced by cost and lack of coupon discounts.
- Over 65% of shoppers have indicated that a great deal on a product is more important to them than excellent customer service.
Also Read: Pros and cons of using coupons (a guide for brands)
Sources: CapitalOne Shopping, Blackhawk Network, FinMasters, Fortunately
JCPenney’s coupon strategy case study
JCPenney has a long history of using coupons to attract customers, particularly during challenging economic times. The company often includes coupons in its marketing emails, physical mailers, and mobile apps. For example, offering $10 off on a $50 purchase during key shopping seasons like back-to-school and holiday periods.
Background: In 2011, the company, led by CEO Ron Johnson, decided to eliminate coupons in favor of an “everyday low pricing” approach.
Challenge: This change was not well-received by JC Penney's loyal customers, who were accustomed to hunting for bargains with coupons.
Negative Impact: This resulted in a decrease in store traffic and a significant loss in sales by 25%, culminating in a net loss of nearly $985 million.
Reversion to Original Strategy: The company eventually returned to its traditional marketing strategy, reintroducing coupons and sales to attract customers and cater to the demographics that frequented their stores.
This case study highlights the importance of understanding customer preferences and adapting marketing strategies accordingly. JC Penney's experience serves as a valuable lesson for businesses aiming to strike the right balance between innovation and customer loyalty.
Source: HBS, Slideshare, CNN Business
A final word on coupon industry as we enter 2025
The coupon industry is set to continue thriving, with global online shoppers expected to redeem 700 million coupons.
The impressive 7.4% increase in digital coupon redemptions in the U.S. in 2023, with over 725 million coupons redeemed by 177.9 million shoppers, further underscores the resilience of the coupon industry.
Rather than fading away, coupons are evolving and adapting to meet the needs of today’s consumers. As we move into 2025, the coupon industry is not only far from dead, but it’s also positioned for sustained growth and success.
