Digital coupon users shop, spend more

Consumers who use digital coupons shop more and spend more than the average shopper, according to a report issued by and the GfK Group. In fact, heavy digital coupon users shop 47 percent more often and spend 114 percent more than the national average, ammounting to an annual spend of approximately $6,081 on groceries and household goods.

"Digital coupons continue to help drive revenue for our retailers and CPG partners," said Steven Boal, president and CEO of "Coupons are key to influencing shopping behavior and keeping products and brands top of mind. For retailers, the data demonstrates that shoppers who are using digital coupons are incredibly high-value customers who will not only buy more, but will revisit the retailer more often."

According to the "Digital Coupon Redeemer: Shopper Trends" report, shoppers who actively use digital coupons are among those who use 90 or more coupons annually. These heavy coupon users are spending an average of $63.97 per trip, compared with the average shopper, who spends $41.17 per trip.

Frequent coupon users are also stocking up more often. The average shopper makes 11.9 "stock-up" shopping trips per year, meaning the basket totals $75 or more. Digital coupon users stock up three times as much, making approximately 37.5 stock-up shopping trips annually.

As digital coupons rise in popularity, retailers are making them accessible through company apps. Last month Bi-Lo Holdings, the parent company of Bi-Lo, Harveys and Winn-Dixie grocery stores, launched a smartphone app that delivers personalized digital coupons based on consumer shopping habits.

Target's (NYSE:TGT) Cartwheel is another prime example of the growing popularity of digital coupons. The highly popular app gained 2 million new users during the holiday season alone and surpassed $1 billion in promotional sales since its launch.

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