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2011 Coupon Trend Report

2011 COUPON TREND REPORT Since 1998, the Promotion Marketing Association has declared September National Coupon Month. To celebrate, ShopAtHome.com, the largest free coupons and cash back site on the web, has assembled the following coupon usage data and trends. The sport of couponing has changed dramatically in the past several years. As we say goodbye to scissors and paper cuts and embrace the concept of easier to use digital coupons, the average American household is saving more than ever. Couponing is cooler than ever and the following stats will prove it... THE COUPON INDUSTRY: A MASS OF SAVINGS $485 billion worth In 2010, U.S. consumers saved $3.7 billion' by using coupons of coupons were distributed in 2010 $5,000,000,000 DIGITAL COUPON USE IS GROWING RAPIDLY $4,000,000,000 %3D $3,000,000,000 paper digital The future of coupon redemption is evolving. Once a paper-only commodity; electronic coupons are quickly becoming a highly popu- lar means of redemption. With newspaper readership falling every day, it's no surprise consumers head to the internet for coupons. A number of publications are offering digital insets, and certain grocery stores now scan coupon bar codes from cellular phones. $2,000,000,000 $1,000,000,000 savings by year 1 2009 2011 projected 2 2008 2010 AMERICA: SAVINGS BY CITY Households residing in suburbs' Consumers in the South saved use more coupons than urban dwellers more than consumers in the north most frugal least frugal 1. Houston, TX 1. Boulder, CO 2. Chicago, IL 2. Santa Clara, CA 3. Los Angeles, CA 3. Provo, UT 4. Atlanta, GA 4. Burbank, CA 5. Philadelphia, PA 5. Berkeley, CA 6. Miami, FL 6. Cambridge, MA 7. Dallas, TX 7. Pasadena, TX 8. Phoenix, AZ 8. Billings, MT 10 9. New York, NY 9. New Haven, CT 10. San Antonio, TX 10. Kansas City, KS PORTRAIT OF A SAVER: THE BASICS 4 Moms are roughly twice'as likely An average household redeems to search for coupons than other women 8 coupons per month U.S. CONSUMERS WHO USED COUPONS IN 2010 78% Clipping coupons and scoring discounts has now become a major trend. Couponing has become a means to bragging rights, as well as an economic activity. Daily Deal websites have popped up all over offering discounts on everything from dental work to skydiving lessons. Even television shows have exhibited the lives of extreme couponers. Saving money is officially cool again. THE MOST AVID COUPONERS BY AGE 50+ 21% 37% male 35-49 29% 18-34 34% 13-17 13% 63% female 12 or under percentage by age group 10% 40% 0% 20% 30% MISS POPULARITY: THE MOST USED COUPONS Non-food coupons account for Of all food-based coupons, 22% of coupon redemption in the U.S. cereal is the most popular laundry detergent diapers toilet paper POPULARITY BY KEYWORD milk coffee The most popular coupon in the U.S. is for (drum roll please...) TOILET PAPER! Coupons for “household necessities" get paper towels baby formula cereal deodorant soda baking mix the most clicks, with toilet paper coupons makeup taking the top spot followed by coupons for paper towels, laundry detergent and fabric softener. shampoo THE MOST POPULAR COUPONS IN THE U.S. ARE GROCERY COUPONS popularity by type 45% Grocery 42% Online Coupon Codes 8% Restaurant Coupons 5% Other ABOUT SHOPATHOME.COM Founded by husband-and-wife team Marc and Claudia Braunstein, ShopAtHome.com is the largest provider of online coupons and cash back rewards. The site offers online and printable grocery, restaurant and retail coupons, cash back on online purchases, free samples and contests. ShopAtHome.com started as a "Catalog of Catalogs" in 1986 with the goal to save consumers money and time, and, through feedback from users, has become the coupon powerhouse it is today offering more than 100,000 online and local coupons at more than 50,000 merchants, including brand-name retailers. For more information visit www.ShopAtHome.com. Company Website LAUNCHED: Joined Twitter founded launched Extra Cash Back and Facebook Events WILD Daily Deals 1980 2020 LAUNCHED: The first LAUNCHED: catalog printed Grocery Coupons portal Cash Back Community Coupons offered Restaurant Coupons Free Shipping Coupons QUICK FACTS Over 1,000 Grocery Coupons Over 100,000 coupons, deals and free samples available at over 50,000 stores. Over 2 Million Facebook, Twitter and Google followers Over 12 Million Unique Visitors a Month $50 Million+ in Cash Back earned by ShopAtHome members. IS GROWTH ShopAtHome.com has experienced unbelievable growth year-over-year since it was launched in 1986. Over the past year, it's monthly visits have grown from 19 million to over 40 million with no signs of slowing down. About the data in this report Unless otherwise noted, the statistics in this report are based on ShopAtHome.com member coupon usage and demographic data from January 1, 2011 through July 31, 2011. ShopAtHome.com has more than 37,000,000 members in the U.S. 1 NCH Marketing Services "NCH Annual Coupon Facts" Report, http://www.nchmarketing.com/ResourceCenter/assets/0/22/459/535/075ecfb07df44902bb773158e59b9b8a.pdf 2 eMarketer, May 2011. http://www.emarketer.com/blog/index.php/quick-stat-47-percent-online-consumers-will-redeem-digital-coupons-in-201/ 3 Nielsen News “The Coupon Comeback", April 2010. http://blog.nielsen.com/nielsenwire/consumer/the-coupon-comeback/ 4 InternetRetailer.com, April 2011. http://www.internetretailer.com/2011/04/19/consumers-search-high-and-low-online-coupons 5 Quantcast, June 2010. http://www.quantcast.com/shopathome.com 1986 1987 1998 2001 2005 2007 6007 2010 2011 COUPON TREND REPORT Since 1998, the Promotion Marketing Association has declared September National Coupon Month. To celebrate, ShopAtHome.com, the largest free coupons and cash back site on the web, has assembled the following coupon usage data and trends. The sport of couponing has changed dramatically in the past several years. As we say goodbye to scissors and paper cuts and embrace the concept of easier to use digital coupons, the average American household is saving more than ever. Couponing is cooler than ever and the following stats will prove it... THE COUPON INDUSTRY: A MASS OF SAVINGS 1 $485 billion worth In 2010, U.S. consumers saved $3.7 billion' by using coupons of coupons were distributed in 2010 $5,000,000,000 DIGITAL COUPON USE IS GROWING RAPIDLY $4,000,000,000 %3D $3,000,000,000 paper digital The future of coupon redemption is evolving. Once a paper-only commodity; electronic coupons are quickly becoming a highly popu- lar means of redemption. With newspaper readership falling every day, it's no surprise consumers head to the internet for coupons. A number of publications are offering digital insets, and certain grocery stores now scan coupon bar codes from cellular phones. $2,000,000,000 $1,000,000,000 savings by year 1 2009 2011 projected 2 2008 2010 AMERICA: SAVINGS BY CITY Households residing in suburbs' Consumers in the South saved use more coupons than urban dwellers more than consumers in the north most frugal least frugal 1. Houston, TX 1. Boulder, CO 2. Chicago, IL 2. Santa Clara, CA 3. Los Angeles, CA 3. Provo, UT 4. Atlanta, GA 4. Burbank, CA 5. Philadelphia, PA 5. Berkeley, CA 6. Miami, FL 6. Cambridge, MA 7. Dallas, TX 7. Pasadena, TX 7 8. Phoenix, AZ 8. Billings, MT 10 1 9. New York, NY 9. New Haven, CT 6 10. San Antonio, TX 10. Kansas City, KS PORTRAIT OF A SAVER: THE BASICS 4 Moms are roughly twice'as likely An average household redeems to search for coupons than other women 8 coupons per month U.S. CONSUMERS WHO USED COUPONS IN 2010 78% Clipping coupons and scoring discounts has now become a major trend. Couponing has become a means to bragging rights, as well as an economic activity. Daily Deal websites have popped up all over offering discounts on everything from dental work to skydiving lessons. Even television shows have exhibited the lives of extreme couponers. Saving money is officially cool again. 5 THE MOST AVID COUPONERS BY AGE 50+ 21% 37% male 35-49 29% 18-34 34% 13-17 13% 63% female 12 or under 3% percentage by age group 10% 40% 0% 20% 30% MISS POPULARITY: THE MOST USED COUPONS Non-food coupons account for Of all food-based coupons, 22% of coupon redemption in the U.S. cereal is the most popular laundry detergent diapers toilet paper POPULARITY BY KEYWORD milk coffee The most popular coupon in the U.S. is for (drum roll please...) TOILET PAPER! Coupons for “household necessities" get soda mpo paper towels рарer baking mix the most clicks, with toilet paper coupons makeup taking the top spot followed by coupons for paper towels, laundry detergent and fabric softener. baby formula cereal deodorant THE MOST POPULAR COUPONS IN THE U.S. ARE GROCERY COUPONS popularity by type 45% Grocery 42% Online Coupon Codes 8% Restaurant Coupons 5% Other ABOUT SHOPATHOME.COM Founded by husband-and-wife team Marc and Claudia Braunstein, ShopAtHome.com is the largest provider of online coupons and cash back rewards. The site offers online and printable grocery, restaurant and retail coupons, cash back on online purchases, free samples and contests. ShopAtHome.com started as a "Catalog of Catalogs" in 1986 with the goal to save consumers money and time, and, through feedback from users, has become the coupon powerhouse it is today offering more than 100,000 online and local coupons at more than 50,000 merchants, including brand-name retailers. For more information visit www.ShopAtHome.com. Company Website LAUNCHED: Joined Twitter founded launched Extra Cash Back and Facebook Events WILD Daily Deals 1980 2020 LAUNCHED: The first LAUNCHED: catalog printed Grocery Coupons portal Cash Back Community Coupons offered Restaurant Coupons Free Shipping Coupons QUICK FACTS Over 1,000 Grocery Coupons Over 100,000 coupons, deals and free samples available at over 50,000 stores. Over 2 Million Facebook, Twitter and Google followers Over 12 Million Unique Visitors a Month $50 Million+ in Cash Back earned by ShopAtHome members. IS GROWTH ShopAtHome.com has experienced unbelievable growth year-over-year since it was launched in 1986. Over the past year, it's monthly visits have grown from 19 million to over 40 million with no signs of slowing down. About the data in this report Unless otherwise noted, the statistics in this report are based on ShopAtHome.com member coupon usage and demographic data from January 1, 2011 through July 31, 2011. ShopAtHome.com has more than 37,000,000 members in the U.S. 1 NCH Marketing Services "NCH Annual Coupon Facts" Report, http://www.nchmarketing.com/ResourceCenter/assets/0/22/459/535/075ecfb07df44902bb773158e59b9b8a.pdf 2 eMarketer, May 2011. http://www.emarketer.com/blog/index.php/quick-stat-47-percent-online-consumers-will-redeem-digital-coupons-in-201/ 3 Nielsen News “The Coupon Comeback", April 2010. http://blog.nielsen.com/nielsenwire/consumer/the-coupon-comeback/ 4 InternetRetailer.com, April 2011. http://www.internetretailer.com/2011/04/19/consumers-search-high-and-low-online-coupons 5 Quantcast, June 2010. http://www.quantcast.com/shopathome.com 1986 1987 1998 2001 2005 2007 6007 2010 2011 COUPON TREND REPORT Since 1998, the Promotion Marketing Association has declared September National Coupon Month. To celebrate, ShopAtHome.com, the largest free coupons and cash back site on the web, has assembled the following coupon usage data and trends. The sport of couponing has changed dramatically in the past several years. As we say goodbye to scissors and paper cuts and embrace the concept of easier to use digital coupons, the average American household is saving more than ever. Couponing is cooler than ever and the following stats will prove it... THE COUPON INDUSTRY: A MASS OF SAVINGS 1 $485 billion worth In 2010, U.S. consumers saved $3.7 billion' by using coupons of coupons were distributed in 2010 $5,000,000,000 DIGITAL COUPON USE IS GROWING RAPIDLY $4,000,000,000 %3D $3,000,000,000 paper digital The future of coupon redemption is evolving. Once a paper-only commodity; electronic coupons are quickly becoming a highly popu- lar means of redemption. With newspaper readership falling every day, it's no surprise consumers head to the internet for coupons. A number of publications are offering digital insets, and certain grocery stores now scan coupon bar codes from cellular phones. $2,000,000,000 $1,000,000,000 savings by year 1 2009 2011 projected 2 2008 2010 AMERICA: SAVINGS BY CITY Households residing in suburbs' Consumers in the South saved use more coupons than urban dwellers more than consumers in the north most frugal least frugal 1. Houston, TX 1. Boulder, CO 2. Chicago, IL 2. Santa Clara, CA 3. Los Angeles, CA 3. Provo, UT 4. Atlanta, GA 4. Burbank, CA 5. Philadelphia, PA 5. Berkeley, CA 6. Miami, FL 6. Cambridge, MA 7. Dallas, TX 7. Pasadena, TX 7 8. Phoenix, AZ 8. Billings, MT 10 1 9. New York, NY 9. New Haven, CT 6 10. San Antonio, TX 10. Kansas City, KS PORTRAIT OF A SAVER: THE BASICS 4 Moms are roughly twice'as likely An average household redeems to search for coupons than other women 8 coupons per month U.S. CONSUMERS WHO USED COUPONS IN 2010 78% Clipping coupons and scoring discounts has now become a major trend. Couponing has become a means to bragging rights, as well as an economic activity. Daily Deal websites have popped up all over offering discounts on everything from dental work to skydiving lessons. Even television shows have exhibited the lives of extreme couponers. Saving money is officially cool again. 5 THE MOST AVID COUPONERS BY AGE 50+ 21% 37% male 35-49 29% 18-34 34% 13-17 13% 63% female 12 or under 3% percentage by age group 10% 40% 0% 20% 30% MISS POPULARITY: THE MOST USED COUPONS Non-food coupons account for Of all food-based coupons, 22% of coupon redemption in the U.S. cereal is the most popular laundry detergent diapers toilet paper POPULARITY BY KEYWORD milk coffee The most popular coupon in the U.S. is for (drum roll please...) TOILET PAPER! Coupons for “household necessities" get soda mpo paper towels рарer baking mix the most clicks, with toilet paper coupons makeup taking the top spot followed by coupons for paper towels, laundry detergent and fabric softener. baby formula cereal deodorant THE MOST POPULAR COUPONS IN THE U.S. ARE GROCERY COUPONS popularity by type 45% Grocery 42% Online Coupon Codes 8% Restaurant Coupons 5% Other ABOUT SHOPATHOME.COM Founded by husband-and-wife team Marc and Claudia Braunstein, ShopAtHome.com is the largest provider of online coupons and cash back rewards. The site offers online and printable grocery, restaurant and retail coupons, cash back on online purchases, free samples and contests. ShopAtHome.com started as a "Catalog of Catalogs" in 1986 with the goal to save consumers money and time, and, through feedback from users, has become the coupon powerhouse it is today offering more than 100,000 online and local coupons at more than 50,000 merchants, including brand-name retailers. For more information visit www.ShopAtHome.com. Company Website LAUNCHED: Joined Twitter founded launched Extra Cash Back and Facebook Events WILD Daily Deals 1980 2020 LAUNCHED: The first LAUNCHED: catalog printed Grocery Coupons portal Cash Back Community Coupons offered Restaurant Coupons Free Shipping Coupons QUICK FACTS Over 1,000 Grocery Coupons Over 100,000 coupons, deals and free samples available at over 50,000 stores. Over 2 Million Facebook, Twitter and Google followers Over 12 Million Unique Visitors a Month $50 Million+ in Cash Back earned by ShopAtHome members. IS GROWTH ShopAtHome.com has experienced unbelievable growth year-over-year since it was launched in 1986. Over the past year, it's monthly visits have grown from 19 million to over 40 million with no signs of slowing down. About the data in this report Unless otherwise noted, the statistics in this report are based on ShopAtHome.com member coupon usage and demographic data from January 1, 2011 through July 31, 2011. ShopAtHome.com has more than 37,000,000 members in the U.S. 1 NCH Marketing Services "NCH Annual Coupon Facts" Report, http://www.nchmarketing.com/ResourceCenter/assets/0/22/459/535/075ecfb07df44902bb773158e59b9b8a.pdf 2 eMarketer, May 2011. http://www.emarketer.com/blog/index.php/quick-stat-47-percent-online-consumers-will-redeem-digital-coupons-in-201/ 3 Nielsen News “The Coupon Comeback", April 2010. http://blog.nielsen.com/nielsenwire/consumer/the-coupon-comeback/ 4 InternetRetailer.com, April 2011. http://www.internetretailer.com/2011/04/19/consumers-search-high-and-low-online-coupons 5 Quantcast, June 2010. http://www.quantcast.com/shopathome.com 1986 1987 1998 2001 2005 2007 6007 2010 2011 COUPON TREND REPORT Since 1998, the Promotion Marketing Association has declared September National Coupon Month. To celebrate, ShopAtHome.com, the largest free coupons and cash back site on the web, has assembled the following coupon usage data and trends. The sport of couponing has changed dramatically in the past several years. As we say goodbye to scissors and paper cuts and embrace the concept of easier to use digital coupons, the average American household is saving more than ever. Couponing is cooler than ever and the following stats will prove it... THE COUPON INDUSTRY: A MASS OF SAVINGS 1 $485 billion worth In 2010, U.S. consumers saved $3.7 billion' by using coupons of coupons were distributed in 2010 $5,000,000,000 DIGITAL COUPON USE IS GROWING RAPIDLY $4,000,000,000 %3D $3,000,000,000 paper digital The future of coupon redemption is evolving. Once a paper-only commodity; electronic coupons are quickly becoming a highly popu- lar means of redemption. With newspaper readership falling every day, it's no surprise consumers head to the internet for coupons. A number of publications are offering digital insets, and certain grocery stores now scan coupon bar codes from cellular phones. $2,000,000,000 $1,000,000,000 savings by year 1 2009 2011 projected 2 2008 2010 AMERICA: SAVINGS BY CITY Households residing in suburbs' Consumers in the South saved use more coupons than urban dwellers more than consumers in the north most frugal least frugal 1. Houston, TX 1. Boulder, CO 2. Chicago, IL 2. Santa Clara, CA 3. Los Angeles, CA 3. Provo, UT 4. Atlanta, GA 4. Burbank, CA 5. Philadelphia, PA 5. Berkeley, CA 6. Miami, FL 6. Cambridge, MA 7. Dallas, TX 7. Pasadena, TX 7 8. Phoenix, AZ 8. Billings, MT 10 1 9. New York, NY 9. New Haven, CT 6 10. San Antonio, TX 10. Kansas City, KS PORTRAIT OF A SAVER: THE BASICS 4 Moms are roughly twice'as likely An average household redeems to search for coupons than other women 8 coupons per month U.S. CONSUMERS WHO USED COUPONS IN 2010 78% Clipping coupons and scoring discounts has now become a major trend. Couponing has become a means to bragging rights, as well as an economic activity. Daily Deal websites have popped up all over offering discounts on everything from dental work to skydiving lessons. Even television shows have exhibited the lives of extreme couponers. Saving money is officially cool again. 5 THE MOST AVID COUPONERS BY AGE 50+ 21% 37% male 35-49 29% 18-34 34% 13-17 13% 63% female 12 or under 3% percentage by age group 10% 40% 0% 20% 30% MISS POPULARITY: THE MOST USED COUPONS Non-food coupons account for Of all food-based coupons, 22% of coupon redemption in the U.S. cereal is the most popular laundry detergent diapers toilet paper POPULARITY BY KEYWORD milk coffee The most popular coupon in the U.S. is for (drum roll please...) TOILET PAPER! Coupons for “household necessities" get soda mpo paper towels рарer baking mix the most clicks, with toilet paper coupons makeup taking the top spot followed by coupons for paper towels, laundry detergent and fabric softener. baby formula cereal deodorant THE MOST POPULAR COUPONS IN THE U.S. ARE GROCERY COUPONS popularity by type 45% Grocery 42% Online Coupon Codes 8% Restaurant Coupons 5% Other ABOUT SHOPATHOME.COM Founded by husband-and-wife team Marc and Claudia Braunstein, ShopAtHome.com is the largest provider of online coupons and cash back rewards. The site offers online and printable grocery, restaurant and retail coupons, cash back on online purchases, free samples and contests. ShopAtHome.com started as a "Catalog of Catalogs" in 1986 with the goal to save consumers money and time, and, through feedback from users, has become the coupon powerhouse it is today offering more than 100,000 online and local coupons at more than 50,000 merchants, including brand-name retailers. For more information visit www.ShopAtHome.com. Company Website LAUNCHED: Joined Twitter founded launched Extra Cash Back and Facebook Events WILD Daily Deals 1980 2020 LAUNCHED: The first LAUNCHED: catalog printed Grocery Coupons portal Cash Back Community Coupons offered Restaurant Coupons Free Shipping Coupons QUICK FACTS Over 1,000 Grocery Coupons Over 100,000 coupons, deals and free samples available at over 50,000 stores. Over 2 Million Facebook, Twitter and Google followers Over 12 Million Unique Visitors a Month $50 Million+ in Cash Back earned by ShopAtHome members. IS GROWTH ShopAtHome.com has experienced unbelievable growth year-over-year since it was launched in 1986. Over the past year, it's monthly visits have grown from 19 million to over 40 million with no signs of slowing down. About the data in this report Unless otherwise noted, the statistics in this report are based on ShopAtHome.com member coupon usage and demographic data from January 1, 2011 through July 31, 2011. ShopAtHome.com has more than 37,000,000 members in the U.S. 1 NCH Marketing Services "NCH Annual Coupon Facts" Report, http://www.nchmarketing.com/ResourceCenter/assets/0/22/459/535/075ecfb07df44902bb773158e59b9b8a.pdf 2 eMarketer, May 2011. http://www.emarketer.com/blog/index.php/quick-stat-47-percent-online-consumers-will-redeem-digital-coupons-in-201/ 3 Nielsen News “The Coupon Comeback", April 2010. http://blog.nielsen.com/nielsenwire/consumer/the-coupon-comeback/ 4 InternetRetailer.com, April 2011. http://www.internetretailer.com/2011/04/19/consumers-search-high-and-low-online-coupons 5 Quantcast, June 2010. http://www.quantcast.com/shopathome.com 1986 1987 1998 2001 2005 2007 6007 2010 2011 COUPON TREND REPORT Since 1998, the Promotion Marketing Association has declared September National Coupon Month. To celebrate, ShopAtHome.com, the largest free coupons and cash back site on the web, has assembled the following coupon usage data and trends. The sport of couponing has changed dramatically in the past several years. As we say goodbye to scissors and paper cuts and embrace the concept of easier to use digital coupons, the average American household is saving more than ever. Couponing is cooler than ever and the following stats will prove it... THE COUPON INDUSTRY: A MASS OF SAVINGS 1 $485 billion worth In 2010, U.S. consumers saved $3.7 billion' by using coupons of coupons were distributed in 2010 $5,000,000,000 DIGITAL COUPON USE IS GROWING RAPIDLY $4,000,000,000 %3D $3,000,000,000 paper digital The future of coupon redemption is evolving. Once a paper-only commodity; electronic coupons are quickly becoming a highly popu- lar means of redemption. With newspaper readership falling every day, it's no surprise consumers head to the internet for coupons. A number of publications are offering digital insets, and certain grocery stores now scan coupon bar codes from cellular phones. $2,000,000,000 $1,000,000,000 savings by year 1 2009 2011 projected 2 2008 2010 AMERICA: SAVINGS BY CITY Households residing in suburbs' Consumers in the South saved use more coupons than urban dwellers more than consumers in the north most frugal least frugal 1. Houston, TX 1. Boulder, CO 2. Chicago, IL 2. Santa Clara, CA 3. Los Angeles, CA 3. Provo, UT 4. Atlanta, GA 4. Burbank, CA 5. Philadelphia, PA 5. Berkeley, CA 6. Miami, FL 6. Cambridge, MA 7. Dallas, TX 7. Pasadena, TX 7 8. Phoenix, AZ 8. Billings, MT 10 1 9. New York, NY 9. New Haven, CT 6 10. San Antonio, TX 10. Kansas City, KS PORTRAIT OF A SAVER: THE BASICS 4 Moms are roughly twice'as likely An average household redeems to search for coupons than other women 8 coupons per month U.S. CONSUMERS WHO USED COUPONS IN 2010 78% Clipping coupons and scoring discounts has now become a major trend. Couponing has become a means to bragging rights, as well as an economic activity. Daily Deal websites have popped up all over offering discounts on everything from dental work to skydiving lessons. Even television shows have exhibited the lives of extreme couponers. Saving money is officially cool again. 5 THE MOST AVID COUPONERS BY AGE 50+ 21% 37% male 35-49 29% 18-34 34% 13-17 13% 63% female 12 or under 3% percentage by age group 10% 40% 0% 20% 30% MISS POPULARITY: THE MOST USED COUPONS Non-food coupons account for Of all food-based coupons, 22% of coupon redemption in the U.S. cereal is the most popular laundry detergent diapers toilet paper POPULARITY BY KEYWORD milk coffee The most popular coupon in the U.S. is for (drum roll please...) TOILET PAPER! Coupons for “household necessities" get soda mpo paper towels рарer baking mix the most clicks, with toilet paper coupons makeup taking the top spot followed by coupons for paper towels, laundry detergent and fabric softener. baby formula cereal deodorant THE MOST POPULAR COUPONS IN THE U.S. ARE GROCERY COUPONS popularity by type 45% Grocery 42% Online Coupon Codes 8% Restaurant Coupons 5% Other ABOUT SHOPATHOME.COM Founded by husband-and-wife team Marc and Claudia Braunstein, ShopAtHome.com is the largest provider of online coupons and cash back rewards. The site offers online and printable grocery, restaurant and retail coupons, cash back on online purchases, free samples and contests. ShopAtHome.com started as a "Catalog of Catalogs" in 1986 with the goal to save consumers money and time, and, through feedback from users, has become the coupon powerhouse it is today offering more than 100,000 online and local coupons at more than 50,000 merchants, including brand-name retailers. For more information visit www.ShopAtHome.com. Company Website LAUNCHED: Joined Twitter founded launched Extra Cash Back and Facebook Events WILD Daily Deals 1980 2020 LAUNCHED: The first LAUNCHED: catalog printed Grocery Coupons portal Cash Back Community Coupons offered Restaurant Coupons Free Shipping Coupons QUICK FACTS Over 1,000 Grocery Coupons Over 100,000 coupons, deals and free samples available at over 50,000 stores. Over 2 Million Facebook, Twitter and Google followers Over 12 Million Unique Visitors a Month $50 Million+ in Cash Back earned by ShopAtHome members. IS GROWTH ShopAtHome.com has experienced unbelievable growth year-over-year since it was launched in 1986. Over the past year, it's monthly visits have grown from 19 million to over 40 million with no signs of slowing down. About the data in this report Unless otherwise noted, the statistics in this report are based on ShopAtHome.com member coupon usage and demographic data from January 1, 2011 through July 31, 2011. ShopAtHome.com has more than 37,000,000 members in the U.S. 1 NCH Marketing Services "NCH Annual Coupon Facts" Report, http://www.nchmarketing.com/ResourceCenter/assets/0/22/459/535/075ecfb07df44902bb773158e59b9b8a.pdf 2 eMarketer, May 2011. http://www.emarketer.com/blog/index.php/quick-stat-47-percent-online-consumers-will-redeem-digital-coupons-in-201/ 3 Nielsen News “The Coupon Comeback", April 2010. http://blog.nielsen.com/nielsenwire/consumer/the-coupon-comeback/ 4 InternetRetailer.com, April 2011. http://www.internetretailer.com/2011/04/19/consumers-search-high-and-low-online-coupons 5 Quantcast, June 2010. http://www.quantcast.com/shopathome.com 1986 1987 1998 2001 2005 2007 6007 2010 2011 COUPON TREND REPORT Since 1998, the Promotion Marketing Association has declared September National Coupon Month. To celebrate, ShopAtHome.com, the largest free coupons and cash back site on the web, has assembled the following coupon usage data and trends. The sport of couponing has changed dramatically in the past several years. As we say goodbye to scissors and paper cuts and embrace the concept of easier to use digital coupons, the average American household is saving more than ever. Couponing is cooler than ever and the following stats will prove it... THE COUPON INDUSTRY: A MASS OF SAVINGS 1 $485 billion worth In 2010, U.S. consumers saved $3.7 billion' by using coupons of coupons were distributed in 2010 $5,000,000,000 DIGITAL COUPON USE IS GROWING RAPIDLY $4,000,000,000 %3D $3,000,000,000 paper digital The future of coupon redemption is evolving. Once a paper-only commodity; electronic coupons are quickly becoming a highly popu- lar means of redemption. With newspaper readership falling every day, it's no surprise consumers head to the internet for coupons. A number of publications are offering digital insets, and certain grocery stores now scan coupon bar codes from cellular phones. $2,000,000,000 $1,000,000,000 savings by year 1 2009 2011 projected 2 2008 2010 AMERICA: SAVINGS BY CITY Households residing in suburbs' Consumers in the South saved use more coupons than urban dwellers more than consumers in the north most frugal least frugal 1. Houston, TX 1. Boulder, CO 2. Chicago, IL 2. Santa Clara, CA 3. Los Angeles, CA 3. Provo, UT 4. Atlanta, GA 4. Burbank, CA 5. Philadelphia, PA 5. Berkeley, CA 6. Miami, FL 6. Cambridge, MA 7. Dallas, TX 7. Pasadena, TX 7 8. Phoenix, AZ 8. Billings, MT 10 1 9. New York, NY 9. New Haven, CT 6 10. San Antonio, TX 10. Kansas City, KS PORTRAIT OF A SAVER: THE BASICS 4 Moms are roughly twice'as likely An average household redeems to search for coupons than other women 8 coupons per month U.S. CONSUMERS WHO USED COUPONS IN 2010 78% Clipping coupons and scoring discounts has now become a major trend. Couponing has become a means to bragging rights, as well as an economic activity. Daily Deal websites have popped up all over offering discounts on everything from dental work to skydiving lessons. Even television shows have exhibited the lives of extreme couponers. Saving money is officially cool again. 5 THE MOST AVID COUPONERS BY AGE 50+ 21% 37% male 35-49 29% 18-34 34% 13-17 13% 63% female 12 or under 3% percentage by age group 10% 40% 0% 20% 30% MISS POPULARITY: THE MOST USED COUPONS Non-food coupons account for Of all food-based coupons, 22% of coupon redemption in the U.S. cereal is the most popular laundry detergent diapers toilet paper POPULARITY BY KEYWORD milk coffee The most popular coupon in the U.S. is for (drum roll please...) TOILET PAPER! Coupons for “household necessities" get soda mpo paper towels рарer baking mix the most clicks, with toilet paper coupons makeup taking the top spot followed by coupons for paper towels, laundry detergent and fabric softener. baby formula cereal deodorant THE MOST POPULAR COUPONS IN THE U.S. ARE GROCERY COUPONS popularity by type 45% Grocery 42% Online Coupon Codes 8% Restaurant Coupons 5% Other ABOUT SHOPATHOME.COM Founded by husband-and-wife team Marc and Claudia Braunstein, ShopAtHome.com is the largest provider of online coupons and cash back rewards. The site offers online and printable grocery, restaurant and retail coupons, cash back on online purchases, free samples and contests. ShopAtHome.com started as a "Catalog of Catalogs" in 1986 with the goal to save consumers money and time, and, through feedback from users, has become the coupon powerhouse it is today offering more than 100,000 online and local coupons at more than 50,000 merchants, including brand-name retailers. For more information visit www.ShopAtHome.com. Company Website LAUNCHED: Joined Twitter founded launched Extra Cash Back and Facebook Events WILD Daily Deals 1980 2020 LAUNCHED: The first LAUNCHED: catalog printed Grocery Coupons portal Cash Back Community Coupons offered Restaurant Coupons Free Shipping Coupons QUICK FACTS Over 1,000 Grocery Coupons Over 100,000 coupons, deals and free samples available at over 50,000 stores. Over 2 Million Facebook, Twitter and Google followers Over 12 Million Unique Visitors a Month $50 Million+ in Cash Back earned by ShopAtHome members. IS GROWTH ShopAtHome.com has experienced unbelievable growth year-over-year since it was launched in 1986. Over the past year, it's monthly visits have grown from 19 million to over 40 million with no signs of slowing down. About the data in this report Unless otherwise noted, the statistics in this report are based on ShopAtHome.com member coupon usage and demographic data from January 1, 2011 through July 31, 2011. ShopAtHome.com has more than 37,000,000 members in the U.S. 1 NCH Marketing Services "NCH Annual Coupon Facts" Report, http://www.nchmarketing.com/ResourceCenter/assets/0/22/459/535/075ecfb07df44902bb773158e59b9b8a.pdf 2 eMarketer, May 2011. http://www.emarketer.com/blog/index.php/quick-stat-47-percent-online-consumers-will-redeem-digital-coupons-in-201/ 3 Nielsen News “The Coupon Comeback", April 2010. http://blog.nielsen.com/nielsenwire/consumer/the-coupon-comeback/ 4 InternetRetailer.com, April 2011. http://www.internetretailer.com/2011/04/19/consumers-search-high-and-low-online-coupons 5 Quantcast, June 2010. http://www.quantcast.com/shopathome.com 1986 1987 1998 2001 2005 2007 6007 2010 2011 COUPON TREND REPORT Since 1998, the Promotion Marketing Association has declared September National Coupon Month. To celebrate, ShopAtHome.com, the largest free coupons and cash back site on the web, has assembled the following coupon usage data and trends. The sport of couponing has changed dramatically in the past several years. As we say goodbye to scissors and paper cuts and embrace the concept of easier to use digital coupons, the average American household is saving more than ever. Couponing is cooler than ever and the following stats will prove it... THE COUPON INDUSTRY: A MASS OF SAVINGS 1 $485 billion worth In 2010, U.S. consumers saved $3.7 billion' by using coupons of coupons were distributed in 2010 $5,000,000,000 DIGITAL COUPON USE IS GROWING RAPIDLY $4,000,000,000 %3D $3,000,000,000 paper digital The future of coupon redemption is evolving. Once a paper-only commodity; electronic coupons are quickly becoming a highly popu- lar means of redemption. With newspaper readership falling every day, it's no surprise consumers head to the internet for coupons. A number of publications are offering digital insets, and certain grocery stores now scan coupon bar codes from cellular phones. $2,000,000,000 $1,000,000,000 savings by year 1 2009 2011 projected 2 2008 2010 AMERICA: SAVINGS BY CITY Households residing in suburbs' Consumers in the South saved use more coupons than urban dwellers more than consumers in the north most frugal least frugal 1. Houston, TX 1. Boulder, CO 2. Chicago, IL 2. Santa Clara, CA 3. Los Angeles, CA 3. Provo, UT 4. Atlanta, GA 4. Burbank, CA 5. Philadelphia, PA 5. Berkeley, CA 6. Miami, FL 6. Cambridge, MA 7. Dallas, TX 7. Pasadena, TX 7 8. Phoenix, AZ 8. Billings, MT 10 1 9. New York, NY 9. New Haven, CT 6 10. San Antonio, TX 10. Kansas City, KS PORTRAIT OF A SAVER: THE BASICS 4 Moms are roughly twice'as likely An average household redeems to search for coupons than other women 8 coupons per month U.S. CONSUMERS WHO USED COUPONS IN 2010 78% Clipping coupons and scoring discounts has now become a major trend. Couponing has become a means to bragging rights, as well as an economic activity. Daily Deal websites have popped up all over offering discounts on everything from dental work to skydiving lessons. Even television shows have exhibited the lives of extreme couponers. Saving money is officially cool again. 5 THE MOST AVID COUPONERS BY AGE 50+ 21% 37% male 35-49 29% 18-34 34% 13-17 13% 63% female 12 or under 3% percentage by age group 10% 40% 0% 20% 30% MISS POPULARITY: THE MOST USED COUPONS Non-food coupons account for Of all food-based coupons, 22% of coupon redemption in the U.S. cereal is the most popular laundry detergent diapers toilet paper POPULARITY BY KEYWORD milk coffee The most popular coupon in the U.S. is for (drum roll please...) TOILET PAPER! Coupons for “household necessities" get soda mpo paper towels рарer baking mix the most clicks, with toilet paper coupons makeup taking the top spot followed by coupons for paper towels, laundry detergent and fabric softener. baby formula cereal deodorant THE MOST POPULAR COUPONS IN THE U.S. ARE GROCERY COUPONS popularity by type 45% Grocery 42% Online Coupon Codes 8% Restaurant Coupons 5% Other ABOUT SHOPATHOME.COM Founded by husband-and-wife team Marc and Claudia Braunstein, ShopAtHome.com is the largest provider of online coupons and cash back rewards. The site offers online and printable grocery, restaurant and retail coupons, cash back on online purchases, free samples and contests. ShopAtHome.com started as a "Catalog of Catalogs" in 1986 with the goal to save consumers money and time, and, through feedback from users, has become the coupon powerhouse it is today offering more than 100,000 online and local coupons at more than 50,000 merchants, including brand-name retailers. For more information visit www.ShopAtHome.com. Company Website LAUNCHED: Joined Twitter founded launched Extra Cash Back and Facebook Events WILD Daily Deals 1980 2020 LAUNCHED: The first LAUNCHED: catalog printed Grocery Coupons portal Cash Back Community Coupons offered Restaurant Coupons Free Shipping Coupons QUICK FACTS Over 1,000 Grocery Coupons Over 100,000 coupons, deals and free samples available at over 50,000 stores. Over 2 Million Facebook, Twitter and Google followers Over 12 Million Unique Visitors a Month $50 Million+ in Cash Back earned by ShopAtHome members. IS GROWTH ShopAtHome.com has experienced unbelievable growth year-over-year since it was launched in 1986. Over the past year, it's monthly visits have grown from 19 million to over 40 million with no signs of slowing down. About the data in this report Unless otherwise noted, the statistics in this report are based on ShopAtHome.com member coupon usage and demographic data from January 1, 2011 through July 31, 2011. ShopAtHome.com has more than 37,000,000 members in the U.S. 1 NCH Marketing Services "NCH Annual Coupon Facts" Report, http://www.nchmarketing.com/ResourceCenter/assets/0/22/459/535/075ecfb07df44902bb773158e59b9b8a.pdf 2 eMarketer, May 2011. http://www.emarketer.com/blog/index.php/quick-stat-47-percent-online-consumers-will-redeem-digital-coupons-in-201/ 3 Nielsen News “The Coupon Comeback", April 2010. http://blog.nielsen.com/nielsenwire/consumer/the-coupon-comeback/ 4 InternetRetailer.com, April 2011. http://www.internetretailer.com/2011/04/19/consumers-search-high-and-low-online-coupons 5 Quantcast, June 2010. http://www.quantcast.com/shopathome.com 1986 1987 1998 2001 2005 2007 6007 2010

2011 Coupon Trend Report

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In honor of National Coupon Month, ShopAtHome.com announces the 2011 Coupon Trend Report featuring coupon usage data and trends. As couponers say good-bye to scissors and paper cuts, see which cities ...

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