Young shoppers clipping coupons for savings

23 August 2012 09:07:30

Coupon clipping is enjoying a resurgence among cash-strapped Brits.

Coupon clipping may not be the most glamorous of pastimes, but it seems a growing number of young adults are cutting around the dotted lines on deals to slash their supermarket bills. According to research from IGD, six in 10 consumers (58%) are buying more of their food and groceries on promotion than at the beginning of the year, up from 40% in 2008.

The ShopperVista survey indicates that money-off vouchers are proving one of the most popular forms of saving, with over half (53%) now using more of these than they did at the start of 2012 and 59% expecting to use even more coupons in the next six months.

Interestingly, it is not older shoppers turning to coupons as you might expect. Rather, younger shoppers and parents with young children appear the most willing to use vouchers, according to the research. In fact, some 75% of 18 to 24-year-olds are using vouchers regularly, compared to just 45% of over 65s. Similarly, three-quarters of parents are using this form of saving, while only half of those with no children are doing so.

Joanne Denney-Finch, chief executive of IGD, explained that vouchers are even influencing where consumers shop, with people happy to change their normal buying habits to make the most of promotions - whether that means switching to different brands or even changing supermarkets.

"The stigma once associated with using coupons and vouchers is eroding as shoppers tell us they are using this type of promotion more as they seek to secure the best value," she said.

"Retailers have been actively promoting coupons, which are easy to understand and use and have relatively few restrictions. Vouchers are more targeted now and can help shoppers, who have increased their planning before doing their grocery shopping."

Beyond coupons, consumers are also turning to technology in search of the latest penny-saving deals, with many using websites on their home computers and mobile phones to hunt out promotions.

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