Livonia , Mich. - Valassis, one of the nation's leading media and
marketing services companies, announced today that coupon
distribution and redemption continued to increase significantly in the
first quarter of 2010. This increase builds on record-setting growth
announced for 2009. These findings were revealed as part of a
Coupon Market Quarterly Update recently released by NCH
Marketing Services, Inc., a Valassis company.
Consumer Packaged Goods (CPG) coupon distribution in the United
States grew 14.1% in the first quarter of 2010 compared to the same
period a year ago (approximately 10% without the timing effect of
pre-Easter holiday promotions in the first quarter of 2010). In total,
89 billion coupons were distributed, outpacing the average quarterly
volume in 2009 by an incremental 11 billion coupons offered to
consumers.
Similarly, redemption increased by 9.7% compared to the first quarter
of 2009. Consumers redeemed 850 million coupons in the first
quarter of 2010. The sustained growth in coupon redemption volume
produced the sixth consecutive quarter reflecting increased usage.
"It's clear that consumers continue to feel the effects of the recession,"
said Charlie Brown, NCH Vice President of Marketing. "It is
influencing the way they shop, and it has contributed to making
coupons an even more integral part of consumers' buying decisions."
Brown also said that while many economists are pointing to positive
indications of economic improvement and some have even said they
believe the recession ended months ago, the coupon marketplace
trend indicates that marketers aren't taking any chances with their
need to deliver results.
"Two primary drivers will impact the year ahead for coupons –
marketers and consumers," said Suzie Brown, Valassis Chief
Marketing Officer. "A change in the consumer mindset toward value
is clear and evidenced by the increased redemption rates and the
numerous studies focusing on shopping behaviors. Marketers are
taking note of this phenomenon as they continue to appeal to the
savvy shopper who has come to expect great deals. Consumers are
now routinely making their shopping decisions with coupons."