Inmar: Coupon Distribution, Use Increased

SN STAFF

WINSTON-SALEM, N.C. — Coupons for food grew in popularity last year, with redemption rates up 3% on top of a 27% increase in 2009.

"The interesting news from 2010 is that the change in consumer behavior that led to drastic increases in coupon redemption during the economic crisis is holding post recession," said Bob Carter, president of promotion services for Inmar, in a prepared statement.

Also contributing to greater use was an increase in availability, as distribution climbed 8.1%.

Certain methods, such as in-store distribution, were more popular than others with redemption of instant redeemable and shelf pad coupons increasing by 44% and 27%, respectively.

Freestanding insert coupons weren’t as popular. Though 7.1% more offers were distributed this way, redemptions were down 10%.