Mobile Couponing = More Merrymaking – Savvy Smartphone Shoppers Score More at the Grocery Store

Recently, Inmar conducted a study about holiday grocery shoppers in order to find out what kind of people will save the most with their smart phones during this holiday food-hauling time of year. (Make sure you check out how I more than halved my Thanksgiving grocery bill by combining SnipSnap coupons with print and mobile manufacturer offers.)

The coolest study findings?

  • Couponers Can Spend More: 80% of shoppers surveyed reported they planned to spend as much or more on holiday entertaining this year as they have in previous years.
  • Couponing Correlates with Careful Planning: 70% of shoppers beginning their holiday meals at least one month ahead of time and 75% of shoppers will plan their shopping trips around coupons (30% percent will incorporate digital and print coupons into their shopping strategies).
  • More Men are Pushing Grocery Carts: Inmar’s study reveals the rise of what is affectionately referred to as the “mansumer.” Apparently, men are getting in on holiday meal execution in a big way, with 82% of those surveyed reporting they share in the decision-making process surrounding holiday meal planning and a whopping 44% reporting they’re the sole decision makers.

The takeaway?

Between this finding and Inmar’s other projections, we are now expecting a four-fold increase in digital coupon redemptions this holiday season.

Want to make sure you’re utilizing all possible couponing options at your local grocery store? Check out the Mo’ Money Mobile Store Guide to get a heads up on all the ways you can save with your smart phone at your favorite place to shop.


The Coupon Comeback

One of the most common questions we get asked is: Why on earth would you focus on printed coupons? Aren’t aren’t all coupons going digital?

It got so bad that we put a slide in our deck showing that, in fact, 93% of all coupons still come in print. Digital makes up just a measly 7%. (source: Borrell Associates)

Alas, this didn’t seem to quash the concern: The underlying skepticism is that traditional couponing is a dying marketing tactic. Perhaps it’s the advent of Groupon-style daily deals or just the common technophile phobia of messy paper, but what a lot of these people seemed to be assuming was that cents- or dollars-off coupons were going the way of the dodo. It’s not enough to say that printed coupons represent $490 billion in potential savings (Borrell), or that people clip on average 10 coupons a week.

What the coupon skeptics need to see is that coupons are actually more popular now, in the midst of our current recession, than ever before.

That’s why, when I now get asked the “Why Printed Coupons?” question, my first response is usually: “Did you know that the number of coupons redeemed has gone up  26% in the last three years, and 63% last year alone?” (source: Inmar).

What usually gets even more eyebrows raised: “While the newspapers I worked for at Gannett have seen their circulation erode steadily over the last 5 years, Sunday sales are actually up, across the board.”

Thanks to the infographic below, courtesy of, I now have about two dozen other data points to make the case that traditional coupons are in the midst of a major comeback. Some of my favorites:

  • On average, Americans only take advantage of 0.6% of offered savings
  • Households with average incomes of above $100,000 are 2x more likely to coupon than those earning less that $35,000
  • College degree holders are also 2x more likely to coupon than those who didn’t graduate high school
  • Newspaper coupons still constitute 89% of coupons redeemed
  • 60% of those 13 to 17 years old use coupons and coupon codes
That one about 60% of teenagers using coupons floored me. Yesterday, talking with one of the sales reps at the Philly Inquirer, I learned that his 16-year-old daughter rips through the Sunday circulars for coupons. All the time I’ve been working on SnipSnap, I hadn’t the foggiest idea our app would appeal to teens.
Looks like the print-coupon doubters aren’t the only ones who need to re-check those assumptions.



via The Coupon Comeback: Are You Missing Out? –