Couponing has evolved from a widespread practice into a niche activity, with the majority of Canadians still seeking food savings through coupons. Yet, a marked decline in the distribution and redemption of coupons has been observed, with a drop by over 50% from 2006 to 2019 in the U.S. Notably, digital couponing methods are on the rise, as consumers increasingly turn to cash-back apps and loyalty points. Data indicates that U.S. coupon distribution has fallen from 330 billion in 2010 to just 50 billion in 2024, illustrating significant changes in consumer habits and preferences.
According to a 2024 report from the Agri-Food Analytics Lab at Dalhousie University in Halifax, the majority of Canadians are actively seeking ways to save on food costs, including using more coupons.
Kathleen Cassidy of Toronto, who runs a popular social media couponing account, notes that couponing is increasingly entering the digital sphere, involving cash-back apps and loyalty points.
In the U.S., coupon use has been declining since the 1990s, with over a 50 percent drop from 2006 to 2019, according to a study in the Journal of Political Economy.
In 2024, U.S. marketers distributed just 50 billion coupons, a drastic reduction from 330 billion in 2010, highlighting a significant shift in coupon distribution.
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