Last updated May 25, 2025
Written by the Bhavin Swadas, and Verified by Matt Laxami
Something extraordinary happened in 2020.
As pandemic lockdowns swept the globe, a digital shopping revolution accelerated at breakneck speed. Millions of consumers—many previously loyal to in-store shopping—suddenly turned to online retailers for everything from groceries to electronics.
Within this shift, another transformation occurred: digital coupon usage exploded.
Fast forward to 2025, and the landscape of coupon usage has been completely reimagined. A whopping 92% of American shoppers now use digital coupons—up from just 61% in 2019.
For context: it took nearly a decade (2000-2009) for digital coupon redemptions to reach 10% of all coupon redemptions. Today? Digital coupons account for 78% of all redemptions—a transformation that occurred in just five years.
But the coupon revolution doesn’t end with the digital shift. How consumers find, share, and redeem coupons has evolved in ways that are reshaping the relationship between brands and their customers.
Key Coupon Usage Statistics
- 92% of Americans use digital coupons in 2025
- Coupon redemptions increased by 47% since 2020
- Mobile coupon usage surged 167% over the past five years
- 73% of shoppers say they’ve made unplanned purchases due to available coupons
- Average household saves $3,850 annually through coupons
- Browser extension coupon tools are used by 64% of online shoppers
- 81% of consumers say they’re more loyal to brands offering regular coupons
How Many People Use Coupons?
According to the latest National Coupon Association survey, 96% of American consumers used some form of coupon in 2024—an all-time high.This nearly universal coupon adoption represents a significant increase from 89% in 2019, with the most dramatic growth occurring during the pandemic years.
Here’s how overall coupon usage has evolved:
| Year | % of Americans Using Coupons |
| 2018 | 87% |
| 2019 | 89% |
| 2020 | 92% |
| 2021 | 94% |
| 2022 | 95% |
| 2023 | 95% |
| 2024 | 96% |
While overall coupon usage appears to be approaching saturation, the methods consumers use to access and redeem coupons have undergone a dramatic transformation.
Digital vs. Physical Usage
The most significant shift in coupon behavior has been the continued migration from paper to digital formats. In 2025, digital coupon redemptions account for 78% of all coupon transactions—a complete reversal from 2015 when paper coupons dominated with 72% of redemptions.
Let’s break down the current distribution of coupon redemptions by format:
| Coupon Format | % of Total Redemptions 2025 |
| Mobile app coupons | 43% |
| Browser extension coupons | 19% |
| Email coupons | 16% |
| Printable coupons | 12% |
| Traditional paper coupons | 10% |
The fastest-growing segment continues to be browser extension coupons—tools like Honey, Capital One Shopping, and Rakuten—which have seen a 243% increase in usage over the past three years.
Coupon Usage by Demographic
Contrary to long-held stereotypes, coupon usage is now prevalent across virtually all demographic segments.
Most surprisingly, younger consumers have emerged as the most avid coupon users, with Millennials and Gen Z redeeming coupons at higher rates than older generations:
| Age Group | Regular Coupon Usage Rate |
| Gen Z (18-26) | 97% |
| Millennials (27-42) | 96% |
| Gen X (43-58) | 94% |
| Baby Boomers (59-77) | 91% |
Income data reveals another surprising trend: coupon usage now shows an inverse relationship with income level, with higher-income households more likely to use coupons than lower-income ones:
| Annual Household Income | Regular Coupon Usage Rate |
| Under $30,000 | 92% |
| $30,000-$60,000 | 94% |
| $60,000-$100,000 | 97% |
| $100,000-$150,000 | 98% |
| Over $150,000 | 98% |
This counterintuitive pattern reflects both the gamification of coupon-hunting and the increased accessibility of digital coupon tools that appeal to tech-savvy, higher-income consumers.
Where Consumers Find Coupons
The sources consumers use to discover coupons have shifted dramatically in recent years.
Traditional paper sources like newspaper inserts and mail circulars have been overtaken by a diverse array of digital channels:
Social media platforms have emerged as particularly powerful coupon distribution channels, with 58% of shoppers now discovering deals through platforms like Instagram, Facebook, and TikTok.
Among social platforms, TikTok has seen the most dramatic growth as a coupon discovery channel, with 43% of Gen Z consumers reporting they regularly find coupons through #TikTokMadeMeBuyIt and similar hashtags.
Coupon Impact on Purchase Decisions
Coupons don’t just save consumers money—they fundamentally alter shopping behavior.
According to our 2025 Consumer Behavior Survey, 73% of shoppers have made unplanned purchases specifically because they found a coupon.
Even more remarkable, 68% report having switched brands permanently after initially trying a new product due to a coupon offer.
Here’s how coupons influence key shopping behaviors:
| Shopping Behavior | % of Consumers Reporting This Behavior |
| Made an unplanned purchase due to a coupon | 73% |
| Tried a new brand due to a coupon | 81% |
| Delayed a purchase until finding a coupon | 69% |
| Bought in larger quantity due to a coupon | 64% |
| Shared a good coupon with friends/family | 78% |
The data suggests coupons have evolved beyond simple discount mechanisms to become powerful tools for brand discovery and trial.
Average Savings from Coupons
The financial impact of coupon usage has increased substantially in recent years.
American households saved an average of $3,850 through coupon redemptions in 2024—a 68% increase from the $2,290 average in 2019.
Here’s the breakdown of where those savings came from:
| Coupon Category | Average Annual Savings 2024 |
| Grocery coupons | $1,720 |
| Restaurant/food delivery | $860 |
| Retail shopping | $680 |
| Travel/entertainment | $390 |
| Services | $200 |
The most significant growth has occurred in restaurant and food delivery coupons, which have seen a 112% increase in average savings since 2019—reflecting both the pandemic-driven shift to delivery and increased competition among delivery platforms offering promotional discounts.
Coupon Redemption Rates by Industry
Not all coupon categories perform equally. Redemption rates—the percentage of distributed coupons that consumers actually use—vary dramatically by industry:
| Industry | Average Coupon Redemption Rate |
| Food delivery services | 23.4% |
| Beauty and personal care | 19.7% |
| Apparel | 16.8% |
| Grocery | 14.2% |
| Electronics | 12.9% |
| Home improvement | 9.7% |
| Luxury goods | 7.3% |
Food delivery services lead with the highest redemption rates, reflecting both the competitive nature of the industry and the effectiveness of time-limited offers (e.g., “20% off if you order in the next 30 minutes”).
Coupon Types and Effectiveness
The structure and presentation of coupons significantly impact their effectiveness.
According to the Retail Marketing Association’s 2025 Coupon Effectiveness Report, percentage-based discounts consistently outperform dollar-value offers with identical mathematical values:
| Coupon Type | Average Redemption Rate |
| Percentage discount (e.g., 25% off) | 17.3% |
| Dollar value discount (e.g., $10 off) | 13.8% |
| Buy-one-get-one (BOGO) | 21.5% |
| Free shipping | 19.6% |
| Loyalty points/rewards | 14.2% |
| Free gift with purchase | 16.7% |
BOGO offers continue to deliver the highest redemption rates across most retail categories, though free shipping coupons dominate in the apparel and home goods segments.
Mobile Coupon Usage Trends
The explosion in mobile shopping has fueled corresponding growth in mobile coupon usage.
In 2025, 82% of smartphone owners report using mobile coupons regularly—up from just 47% in 2019.
Mobile coupon usage now extends far beyond dedicated coupon apps, with consumers accessing discounts through multiple channels:
| Mobile Coupon Channel | % of Mobile Users |
| Retailer apps | 78% |
| Mobile wallet (Apple/Google Pay) | 63% |
| SMS/text messages | 58% |
| Email (viewed on mobile) | 76% |
| Social media apps | 64% |
| Web browsers | 71% |
Location-based mobile coupons—offers triggered when a consumer enters a specific geographic area—have seen particularly strong growth, with 53% of consumers now reporting they’ve redeemed such offers.
Fraud and Security
As coupon usage has increased, so have concerns about coupon fraud and security.
According to the Coupon Information Corporation, coupon fraud cost retailers and manufacturers an estimated $164 million in 2024—a 37% increase from 2020.
To combat this trend, 78% of major retailers have implemented new coupon verification technologies in the past two years, including:
- QR code validation (86% of retailers)
- Single-use coupon codes (92% of retailers)
- AI-powered fraud detection (63% of retailers)
- Blockchain verification systems (29% of retailers)
Consumer awareness of coupon fraud has also increased, with 41% of shoppers reporting they’ve encountered what they believed to be fraudulent coupon offers online.
Impact on Brand Loyalty
Perhaps most significant for marketers: coupons have emerged as powerful tools for building brand loyalty.
In the 2025 Consumer Loyalty Index survey, 81% of consumers reported they’re more likely to continue purchasing from brands that provide regular coupon offers.
Even more telling, 73% said they view brands more positively when they receive personalized coupon offers based on their purchase history.
The data suggests a profound shift in how consumers perceive coupons—from purely transactional discounts to meaningful expressions of brand appreciation.
Coupon Sharing Behaviors
The social aspect of coupon usage has expanded dramatically, with 78% of consumers reporting they regularly share coupon codes with friends and family.
Digital technologies have amplified this behavior, creating what marketers call “coupon virality”:
| Coupon Sharing Method | % of Coupon Users |
| Direct messaging | 72% |
| 56% | |
| Social media posts | 44% |
| Dedicated coupon apps | 37% |
| Family chat groups | 61% |
This sharing behavior often extends coupon campaigns far beyond their intended reach, with the average digital coupon now being shared with 3.7 additional consumers beyond the original recipient.
Future Outlook: Where Coupon Usage Is Headed
Several emerging trends point to the future evolution of coupon usage:
- Hyper-personalization: 92% of major retailers now employ AI-driven personalization for coupon offers, with redemption rates for personalized coupons averaging 72% higher than generic offers.
- Voice-activated coupons: 37% of smart speaker owners have redeemed coupons discovered through voice search—a number expected to reach 65% by 2027.
- Social commerce integration: 58% of Instagram users under 30 report redeeming coupons directly through the platform’s shopping features.
- Subscription service discounting: 64% of consumers report they’ve signed up for subscription services specifically due to introductory coupon offers.
- Eco-conscious couponing: 43% of consumers express preference for digital over paper coupons specifically due to environmental concerns.
Conclusion
The modern coupon landscape bears little resemblance to the newspaper clipping days of past generations.
Today’s coupon ecosystem is digital, mobile, personalized, and deeply integrated into the overall shopping experience. Coupons have evolved from simple price reduction mechanisms to sophisticated marketing tools that influence brand perception, drive discovery, and build loyalty.
For retailers and brands, this transformation presents both challenges and opportunities. Those who master the art of delivering the right coupon, to the right consumer, at the right moment, will find themselves with a powerful advantage in an increasingly competitive marketplace.
One thing is certain: as technology continues to evolve and consumer expectations rise, the humble coupon will continue its remarkable journey from cost-cutting tool to cornerstone of the modern shopping experience.