Natural Foods Merchandiser

Coupons popular as economy declines

Americans continue to be concerned about the cost of living, and they are looking for ways to save money. According to recent research from the Promotion Marketing Association's Coupon Council:

  • 89 percent of the overall population reports that they use coupons when shopping in supermarkets.
  • Coupon users report an average of 7 percent savings on their grocery bills with coupons.
  • The typical family saves between $5.20 and $9.60 per week using coupons.

    Consumers love coupons—they are a great way to economize, stretch the grocery budget and try new products for less than retail price," said Charles Brown, co-chair of the PMA Coupon Council, in a statement.

    PMA Coupon Council Co-chair Matthew Tilley said that in today's economy, consumers can be responsive to coupon offers. But so far in 2008, consumer packaged goods marketers haven't increased the number of coupons available, keeping consumer-coupon redemption steady with last year. He said that's significant because until last year, the Coupon Council tracked 15 years of declining coupon redemption in the U.S.

    Natural Foods Merchandiser volume XXVIII/number 10/p. 22

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