Coupons Stay Strong

It's no surprise that coupon usage has continued to rise during the Great Recession.

According to Marx Promotion Intelligence (a division of TNS Media Intelligence), Free Standing Insert (FSI) coupon activity increased 8.0% during 2009 versus the previous year to more than 272bn Coupons Dropped (published) as part of 203bn FSI pages. This is the highest level in the past decade, surpassing 2007’s 257bn Coupons Dropped. Retailer promotion pages also increased 37.7% to over 9bn pages (a record). This was part of more than $385bn in consumer incentives delivered via FSI coupons, up 15.0% from 2008. The average FSI coupon face value reached a new record ($1.42, up 6.5%). Average coupon expiration (known as “Fuse”) decreased to 9.3 weeks (down 3.9%) as manufacturers reduce their financial risk by limiting the time coupons are viable.

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