Coupon redemption volume reached 1.75bn in the first half of 2011, saving 17.6 percent more than in the same period in 2009, according to media and marketing services firm Valassis.
Consumers saved $2bn in the first half of the year by using coupons, the company said in its US Mid-year 2011 Consumer Packaged Goods (CPG) Coupon Facts Report, and there was a record number of coupons distributed in 2009 and 2010. Although there were fewer coupons in the marketplace in the first half of 2011, redemption has outpaced prior years, the firm said.
Valassis Chief Marketing Officer Suzie Brown said: "Value-oriented behaviors continue to drive consumers to save, and marketers have taken note of what motivates these savvy shoppers. Marketers are well aware of today's deal-seeker and they remain committed to delivering value, building loyalty and retaining shoppers in a competitive marketplace or face losing market share."