The idea of clipping coupons from the newspaper or finding them online may be more common place than you think. As the economy started to dip the NY Times wrote about a A Clip-and-Save Renaissance of both offline and online couponing.

The Coupon

The NY Times article was written in 2009. At the time the paper coupon was over 100 years old. Also data from Nielson at the time of the article showed that “households earning $70,000 or more a year were among the top coupon users.“. Therefore it may be contrary to what many people think. The paper coupon was and is typically obtained from the Sunday newspaper. Either in the newspaper itself or the advertisements that come along with the paper. Coupons are often mailed to individuals in direct mail campaigns from the advertiser. Often the coupon comes in a circular to keep costs down for the advertiser as they participate in group advertising.

Online Coupons

These coupons have grown more in use as online spending has increased year over year. The economy can also have an influence on the widespread use of online coupons. However the attraction for couponing online is there for both the business and the consumer. We all like to save money, whether it be a holiday sale or a coupon. Businesses love to make sales and the more the better. Coupons can allow businesses to not only make an incremental sale but also to obtain a new customer. With offline coupons the business cannot make a connection with the customer, there is not retention ability with an offline coupon. With an online coupon the business knows the customers mailing address and email address. By using the discount as a form of customer acquisition the online business can now communicate with that customer again in the future. It is always easier to sell to a current customer than to obtain a brand new one.

Therefore online coupons are much more valuable to a business than a consumer but they both still win.

Coupons

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