upons redeemed in the UK has reached 365 million redemptions in the first half of 2014, according to coupon and voucher services provider Valassis.Findings released by the coupon experts show that the number of coupons redeemed from January to June this year is 33% higher than the same period last year, and 11% higher than the second half of 2013.
The first half of 2013 saw 275 million coupons redeemed and 328 million redeemed in the second half of the year.
The rise in coupon redemption is driven predominantly by retailers, with 43% more retailer-issued coupon redemptions in the first half of this year than in the same period in 2013.
This contrasts with manufacturer-issued coupons which, despite a sharp growth over the past 18 months, were flat in the first half of 2014.
Overall, the number of coupons redeemed by UK consumers has more than trebled since 2006, from 109 million in the first half of 2006 to 365 million just eight years later.
Commenting on the results, Charles D’Oyly, managing director of Valassis said: “Many supermarket shopping trips are now driven by savings behaviour, and coupons form a key part of this with consumers searching for the best discounts before they set foot in store."
This often means that supermarket choice is determined by the most attractive and relevant offers, he said.
D’Oyly continued, “Retailers are acutely aware of this, with coupons playing a key role in their promotional strategy in a bid to attract shoppers to their stores and give them the competitive advantage.”
