U.S. Consumer Package Goods (CPG) marketers distributed 167 billion coupons in the first six months of 2011, down 6.2 percent from 2010, 5.7 percent higher 2009 and 18.4 percent higher than the first half of 2008 (NCH Resource Center),
Despite the reduced number of coupons available, redemption reached 1.75 billion coupons, a 2.9 percent increase over 2010. The largest share of coupons, 89.6 percent, were Free-Standing Inserts via newspaper and shared mail delivery methods. This reflects an increase of 2.1 share points from the first half of 2010.
The average face value of coupons offered during the first half of 2011 was $1.57, up 5.4 percent from 2010. Additionally, 27 percent of coupons required multiple purchases, up three share points from the same period a year ago. From drop date to expiration date.the coupon had a 10.1 week average fuse, continuing a trend from 2010.
Among retailers, redemption increased in the first half of 2011: drug stores (26 percent growth); other dollars stores (11.2 percent growth) and mass merchants (up 10.4 percent). This trend is consistent with pre-recession shopping behaviors where non-traditional retail channels were seeing a growing share of redemption volume at the expense of traditional supermarkets.
So far this year, consumers have saved $2 billion with coupons, up 5.3 percent from the first half of 2010. For charts and more information, please view complete article: MediaPost Publications Consumers Saved $2 Billion With Coupons in 1st Half 2011 08/02/2011