A recently released article headlined "The Coupon Comeback" gives in-depth statistics about who wants to use coupons and why. Some highlights out of this report include:

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It all began with the %u201CGreat Recession%u201D of '09, which changed the way most people think about shopping and money and, in a way, ushered in a new era for the promo coupon.



In the past couple of years, reports show that coupon redemptions have shot up by 27% as smart shoppers search for ways to cut costs and obtain more bang for their buck. In fact, 2009 saw %u201Cthe next to the highest year-over-year growth" ever recorded.



Coupon lovers - the most committed users - make up 65% of coupon related purchases. This drove a massive amount of growth and sales - with coupon users making 1.7 more trips than non-users and shopping more (a rate 1.8 times greater per year).



While some may believe that coupon clippers are just interested in a good deal, these findings show true good things about businesses deploying coupons in their promotional mix.

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With the amazing value offered by coupons, one could also think the lowest income households could be among the heaviest users. False! In fact, more rich households dominate coupon use: 38% of %u201Csuper heavy%u201D users and 41% of %u201Centhusiasts%u201D come from households with incomes more than $70,000. Households with income of $100,000 and more were the greatest drivers of coupon increase in 2009. The enthusiast category also attracted a large number of households with incomes between $52,000 and $72,000.



When the economy improves, will buyers continue this coupon binge? With the economic recovery creeping along and with so little employment growth, it seems like a pretty safe bet to expect coupon use to carry on to go up. As long as shoppers feel unsure about their personal finances or lack confident about their employment prospects, they're going to keep looking for ways to save and get the most for their money. In addition to expanding the appeal of coupons in general, manufacturers and retailers would do well to target coupon enthusiasts

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