Print Coupons Favored by Frugal Grocery Shoppers

Inserts/Coupons

August 2010 -- A recent study by Deloitte and Harrison Group, "The 2010 American Pantry Study: The New Rules of the Shopping Game," found that 92% of U.S. consumers surveyed have changed their grocery shopping behavior in the last two years. The survey found that nine out of 10 (89%) said they have become more resourceful and 81% say it is fun to see how much they're savings with coupons or loyalty cards.
 

According to consumers surveyed, print coupons are a popular tool for saving money:
 

• 45% using more coupons received in mail
• 43% reading/clipping more coupons from newspapers
• 43% using more coupons available in store
• 39% downloading and printing online coupons
• 67% using at least one of these practices.
   

The study also uncovered that loyalty cards are very important to shoppers with 84% reporting having at least one.

About:  The study is based on both qualitative and quantitative research conducted in April 2010. Over 2,000 adult American shoppers participated in a 50-minute online survey that explored 21 categories, 18 store types and over 150 brands in addition to lifestyle elements including sources of information, influence, media behaviors, shopping and brand attitudes and much more. In addition, four focus groups were conducted in two major cities with primary shoppers.
 

Source:  Center for Media Research, Research Brief, Calculating Shoppers, August 4, 2010.