Discount Marketing Statistics: Usage & Trends (2025)

Published On: Sep 3, 2024
Edited On: Jan 24, 2025

Coca-Cola started the trend of offering discounts through coupons in 1887 to attract customers. Today, discounts are popular among households across the country, including high-income and middle-income families. Over 80% of American households actively seek deals while shopping.

About 8 out of 10 shoppers now consider discounts as a key factor while they are shopping online. When shopping offline, about 41% of buyers research discounts, and 22% ask retail employees about deals.

In this blog, we have listed some of the key discount statistics that will give you a proper insight into consumers' preferences, behavior, and usage patterns for deals and discounts. Brands and retailers can emphasize these statistical data to improve their discount strategies and eventually increase their sales figures.

Top Discount Marketing Statistics in 2025

  • 60% of US shoppers say deals are a key factor in their purchasing decisions.
  • 8 out of 10 buyers check loyalty and reward programs for deals before buying.
  • 90% American buyers like receiving discount emails monthly.
  • 8 out of 10 brands and retailers plan to boost discount marketing in 2025.

Discount Usage Among Consumers

Discounts have always been popular among American shoppers. They constantly seek various ways to grab the best deal through digital coupons, FSI coupons, sales, etc. A majority of consumers consider discounts to be one of the key factors that influence their shopping decisions. Below we have listed some important discount usage statistics that you should know:

Redemption of Digital Coupon by American

  • Over half of the total population in the United States, or around 177.9 million people, have redeemed digital coupons.
  • Digital coupons are more trendy among American shoppers than Free-Standing Insert (FSI) coupons. Each year, they redeem over 337.8 million digital discount coupons compared to 230.2 million FSI coupons.
  • The usage of FSI coupons among Americans has decreased by over 43.57% and the usage of digital discounts has increased by over 11.86% since the COVID-19 pandemic.
  • 6 out of 10 shoppers in the US consider deals as one of the most important factors influencing their purchasing decisions.
  • More than 1/3rd of American consumers plan to use more discounts this year compared to the previous year.

Source: Statista 1, Statista 2, VeriCast

Discount and Customer Behavior Statistics

Most of the consumers in the US look for in-store and grocery reward apps during their shopping period. Some reports also revealed that especially the young population of the country uses smartphone apps, like cashback apps, deal comparison apps, and others to find discounts. Here are some of the discount and customer behavior statistics for you to check:

  • 7 out of 10 Gen Z shoppers in the United States search for grocery/mass/in-store shopping rewards apps while purchasing. While, around 62% and 55% of them look for cashback apps and deal comparison apps, respectively.
  • 8 out of 10 American millennials look for grocery/drug savings apps while doing shopping. In comparison, around 67% of them search for cashback, in-store shopping rewards, and coupon apps.
  • More than half of the Gen X consumers in the US search for grocery/mass savings apps while making purchases. Another 40% and 35% of them look for cashback and coupon apps, respectively.
  • Over 1/3rd of American baby boomer shoppers try searching for grocery and drug savings apps before purchasing anything to get a better deal. Only 12% of them use cashback and coupon apps to get better discounts.

The table below shows the share of consumers of different generations in the US using mobile saving apps by type:

share of consumers of different generations

Type of Mobile Saving AppsGen ZMillennialsGen XBaby Boomers
Grocery savings apps68%81%51%35%
In-store rewards apps68%66%34%10%
Cashback apps62%67%40%12%
Coupon apps59%66%35%12%
Shopping list apps57%58%28%5%
Deal comparison apps55%58%26%6%
  • 6 out of 10 shoppers in the United States search for deals and discounts while purchasing costly products to reduce their higher price tags.
  • Nearly 4 out of 10 consumers in the US regularly look for different ways to get discounts and deals this year, a 5% increase from last year.
  • 9 out of 10 American households with an annual earning of more than $200,000 search for deals and discounts before shopping. Similarly, around 85% of households earning between $100,000 and $149,000 also look for discounts.
  • Reports also suggest that about 87% of US households whose yearly earnings are between $20,000 and $39,000 regularly search for exciting deals while purchasing anything.

Here is the table to showcase the discount usage pattern of various American households by their annual income:

Share of The Households Seeking Discounts

American Households Annual IncomeShare of The Households Seeking Discounts
Over $200,00086%
$100,000 to $149,00085%
$20,000 to $39,00087%
  • 8 out of 10 shoppers in the United States search for deals in various loyalty and reward programs before making any purchases, while around 56% of them use smartphones to find the right deal.
  • About 41% of Americans research discounts on their smartphones while shopping in-store, whereas 22% ask the store manager for deals. Another 27% of shoppers frequently check loyalty and reward programs in offline stores to find discounts.
  • Around half of the US shoppers indulge in impulse purchases when they come across sales and deals, while another 37% increase spending to save more with deals.
  • 1/3rd of US consumers are influenced by discounts to try new products, and over 21% are influenced by advertisements.
  • 9 out of 10 American shoppers prefer to stock up on grocery items during sales to save extra, and over 75% use coupons to decide their purchases.
  • 9 out of 10 U.S. consumers consider discounts as the key factor in stopping them from abandoning their online shopping cart. Brands must take note of this statistical data to reduce cart abandonment.

Source: Statista 1, Statista 2, Statista 3, Statista 4, VeriCast, PR Newswire

Consumer Discount Preference Statistics

American consumers are focused on finding discounts, often checking for deals before making purchases. They even consider switching to new brands if their preferred ones don't offer discounts. Some also install deal finder extensions to extract discounts for specific brands. Let's check the below consumer discount preference statistics:

Importance of Discounts for Americans

  • As of 2024, more than 8 out of 10 American online shoppers consider discounts as the most important factor while shopping.
  • 4 out of 10 shoppers in the US prefer not to purchase from a brand/store that does not offer any discount or deal and try new ones.
  • 8 out of 10 US online consumers like to follow their favorite brands on various social media channels to stay updated on their upcoming sales and deals.
  • Around 17% of American buyers install different types of "Deal Finder or "Coupon Finder extensions in their browsers to access deals.
  • 8 out of 10 buyers in the United States prefer consuming content on money-saving tactics, like videos, blogs, etc.
  • Around 37% of online consumers in the US prefer various websites and smartphone apps to find and use preferable cashback and rewards.

Source: Inc, Blippr

Email Discount Statistics

Emails are the most popular way for Americans to discover new deals and a majority of them want to receive these emails every month. Various brands and deal aggregators send exclusive discounts to their customers through emails. Below we have listed a variety of important email discount statistics for your better understanding:

  • Another 28% of consumers discover new offers and discounts through emails received from coupon or deal aggregators, while 22% of them source deals through mail catalogs and flyers.

The table below shows how American shoppers source discounts:

American shoppers source discounts

Different Ways to Source DiscountsShare of Americans Trying this Method
Emails from the brands47%
Online searches46%
Coupon websites34%
Coupons from previous purchases33%
Emails from coupon or deal aggregators28%
Mail catalogs or flyers22%
Social media posts from brands21%
Browser Extensions21%
Social media paid ads16%
Social media influencers13%
Podcast advertising or sponsorships7%
  • 9 out of 10 buyers in the United States prefer to receive discount-related emails once a month, while 15% want to receive them daily.
  • Around 96% of American consumers who are earning $75,000 to $99,900 a year like to receive discount emails from brands they are doing business with.

Source: Statista 1, MarketingSherpa

Loyalty Discount Statistics

Loyalty programs have been one of the top choices of US shoppers. Brands often offer exclusive deals for loyal customers who have subscribed to these programs. A majority of consumers like to join loyalty programs to get instant discounts. To learn more, you can check out our below-listed loyalty discount statistics:

Importance of Loyalty Programs

  • 6 out of 10 buyers in the US who have joined any type of loyalty program want early access to sales, while around half of them want early access to new products of the brand.
  • 8 out of 10 brands and retailers plan to increase the number of discounts and offers they offer now, believing that deals will remain popular.
  • 7 out of 10 US adults prefer joining loyalty programs to access instant deals and discounts.
  • Around 65% of American shoppers want to get rewarded for being loyal to their preferred brand, while another 72% of them like to stay loyal to a brand only if they offer great discounts.

Source: Queue.it, ProProfs Chat, Forrester, Acxiom

Do Discounts Increase Sales?

Discounts have long been a popular strategy for brands and organizations to boost their sales, but their effectiveness depends on how they’re used. Various data suggest that discounts can increase sales, but the impact is influenced by consumer behavior and psychology.

  • Consumer Behavior and Discounts: Some reports suggest around 93% of consumers in the US have used any type of discount codes recently, indicating a strong inclination towards discounts. This trend suggests that discounts can significantly boost sales by attracting budget-conscious shoppers.
  • Effectiveness of Bundles: Various other reports also revealed that sales can rise by up to 73% when brands offer bonus packs or bundles. Shoppers take these offers as an additional value rather than a discount, enhancing the appeal and perceived worth of the purchase.
  • Psychology of Savings: Most consumers often prefer "money off promotions over "saving money because the former feels like gaining value. The positive framing of discounts as "money off can lead to higher conversion rates.
  • Impact of Free Shipping: Studies also suggested that offering free shipping increases purchase likelihood by four to five times. Although not a direct discount, free shipping can be considered a valuable offer, especially when contrasted with paid shipping options.
  • Perception of Discounted Products: Discounts are sometimes associated with poor product quality, as consumers may think discounted items are less desirable. To counter this, brands can implement various strategic discounting, such as seasonal sales, product bundles, and bulk purchase incentives, which can effectively drive sales while maintaining the perceived value of products.

Source: Pickystory

Conclusion

Since the COVID-19 pandemic, the shopping behavior of Americans has changed completely; however, their interest in discounts and coupons is still the same. 4 in 10 shoppers in the United States consider changing their chosen brands if they don't offer deals. They consider discounts as an important factor while shopping online and offline. As per reports, many brands and retailers plan to increase the number of deals in the future compared to the number they offer now.

<div class='toc'><ul><li><a href=#Top-Discount-Marketing-Statistics-in-2025><b>Top Discount Marketing Statistics in 2025</b></li><li><a href=#Discount-Usage-Among-Consumers><b>Discount Usage Among Consumers</b></li><li><a href=#Discount-and-Customer-Behavior-Statistics><b>Discount and Customer Behavior Statistics</b></li><li><a href=#Consumer-Discount-Preference-Statistics><b>Consumer Discount Preference Statistics</b></li><li><a href=#Email-Discount-Statistics><b>Email Discount Statistics</b></li><li><a href=#Loyalty-Discount-Statistics><b>Loyalty Discount Statistics</b></li><li><a href=#Do-Discounts-Increase-Sales><b>Do Discounts Increase Sales</b></li><li><a href=#Conclusion><b>Conclusion</b></li></ul></div>

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