Scarborough Research released an analysis which finds that almost half of adults in Buffalo, NY, and Providence, RI, use grocery coupons at least once per week . The third city in the ranking of Scarborough’s 75 markets is Milwaukee with 45 percent.
The Scarborough analysis also finds that over half (56 percent) of consumers tend to obtain coupons through the Sunday newspaper. Regular mail (38 percent), in-store coupons (36 percent), and preferred/valued customer cards (24 percent) are all top ways consumers usually obtain coupons in their household.
Nationally, 30 percent of consumers use grocery coupons on a weekly basis. Among Scarborough’s markets, Fresno, CA (16 percent) and Albuquerque, NM (16 percent) have the lowest incidence of weekly grocery coupon use. Additionally, almost one-quarter (24 percent) of consumers use grocery coupons 2-3 times each month.
“There is perhaps no other time of year where value is more important than the holidays, when consumers are making all kinds of purchases. This is especially true in the grocery category as people prep for holiday gatherings,” said Alisa Joseph, vice president of advertiser marketing services, Scarborough Research. “Grocery coupons are an incentive almost one-third of consumers use weekly. Retail outlets and product brands alike can use this tool to build ongoing relationships with customers that will in the end create even greater brand loyalty.”
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