Coupon Statistics (2026): Usage & Behavior Change Data

Highlights. Most online shoppers (62%) search for coupons or discount codes before making a purchase.

93% of all Americans use coupons or have used a coupon in the last year.
The average digital coupon redemption rate is 7%.
Revenue from digital coupons totaled $10.6 billion over 12 months.
Coupons are especially popular among consumers born between 1997 and 2012; 78% use coupons.
86% of online shoppers are more likely to try a new business due to a coupon.

Bar Graph: Number of U.S. Adults Who Use Digital Coupons from 2015 (119.8 million) to 2024 (165.5 million) with projections to 2025 (169.2 million) according to Statista & eMarketer

U.S. Digital Coupon User Statistics

The number of digital coupon users in the U.S. is steadily growing. Digital coupons include downloadable coupons, mobile coupons, coupon codes, and automatic discounts.

An estimated 169.2 million American consumers redeemed digital coupons in 2025.
39% of shoppers are much more likely to try a new business due to a coupon.
31% of American consumers buy more than they intended when they have a coupon.
66% of consumers have made an impulse purchase because of a digital coupon.
93.5% of digital coupon users redeem coupons with a smartphone, while only 41.9% use tablets.
49% of consumers say they’re likely to look for coupons for at least half of their online purchases.
35% of consumers use digital coupons while shopping in-store.
79% of consumers are willing to provide their email address in exchange for a digital coupon.

Group Bar Graph: Number of Coupons Redeemed in the U.S., including digital and paper, from 2022 to 2024 according to Inmar Intelligence

U.S. Coupon Use Statistics

Many American consumers report being swayed to buy more or try new products when offered a coupon. Digital coupons make this kind of spending quicker and easier.

In 2024, 26% of U.S. consumers used more coupons than in the previous year.
71% of consumers have switched brands because of a coupon.
85% of consumers have abandoned an online shopping cart because they did not find a coupon code.
15% of online shoppers regularly abandon purchases if a digital coupon or discount is not available.
53% of consumers use coupons when shopping for clothing & accessories online.
Online shoppers also regularly use digital coupons when shopping for electronics (44%) and health & wellness products (40%).
51% of consumers share digital coupon codes with friends and family.
67% of consumers prefer percentage-off digital coupons, while 61% enjoy buy-one-get-one-free (BOGO).
93% of digital coupon users say a coupon offer should be at least 10% off to be worthwhile.
Online shoppers are most likely to spend 5 to 10 minutes searching for digital coupons.
On average, digital coupon searches yield a valid code 10% to 30% of the time.
Half of consumers who spend over an hour searching for digital coupons find a working code at least 70% of the time.

Bar Graph: Consumer Usage of Coupons by Type including percent off (67%), buy 1-get 1 (61%), free shipping (57%), and fixed amount off (48%) according to Don't Pay full

U.S. Coupon Redemption Rate Statistics

Coupon redemption and distribution rates are rising following a period of decline in the early 2020s both for digital coupons and traditional printed coupons like free-standing inserts (FSIs).

Americans redeemed 871 million coupons in 2024.
465.5 million digital coupons were redeemed, up 10.8% from 420.2 million in 2023.
355.3 million traditional paper coupons were redeemed in 2024.
From 2023 to 2024, coupon redemption increased by 53.9%, while distribution decreased by 33.3%.
Only 1.30% of all coupons (including FSIs) issued in 2024 were redeemed by consumers.
In 2024, Instant Redeemable Coupons (typically affixed to products) had the highest redemption rate at 12.8%; handout coupons had a 10.5% redemption rate.
Digital coupons have a 5.92% redemption rate, up 12.8% from 2023.
5.22% of direct mail coupons were redeemed in 2024.

Bar Graph: Most Popular Coupon Types by redemption rates according to Inmar Intelligence

Digital vs. Physical Coupon Use Statistics

Americans increasingly favor digital coupons over traditional printed options such as free-standing inserts (FSIs).

67% of consumers use digital coupons, while 59% use physical paper coupons.
Americans use digital coupons at a 13.6% higher rate than print coupons.
In 2024, 53.4% of coupons redeemed were digital, while 40.8% were clipped from traditional printed sources.
In 2024, 67.2 billion coupons were distributed in the U.S., including 17.8 billion digital coupons.
The number of physical coupons redeemed fell by 5.61% in 2024 and by 6.88% in 2023.
31.0% more paper coupons than digital coupons were redeemed in 2024.
The digital coupon share of redeemed coupons increased 7.88% from 2023 to 2024.
73.5% of coupons issued in 2024 were FSI or paper coupons, down 12.8% from 2023.
Digital coupons accounted for 26.5% of coupons issued in 2024, up 68.8% YoY.
In 2023, 84.3% of the 100.7 billion coupons issued were paper, and 15.7% were digital.

Bar Graph: How Consumers Find Coupons according to Don't Pay Full

Coupon Source Statistics

The majority of coupons are found online, either on websites or in emails.

48% of consumers find coupons through search engines, 44% from coupon websites, and 43% from mobile apps.
In 2025, the Top 5 coupon websites among Americans received 383.4 million global monthly visits.
The most popular in the U.S., Slickdeals, accounted for 16.2% the coupon & rebate website traffic share and received 76.0 million global visits.
Also in 2025, Rakuten was the leading coupon site globally, accounting for 17.7% of visits to coupon sites, followed by Slickdeals with 6.04%.
Capital One Shopping was the third-most-popular coupon site in the U.S. and globally, with 9.36% of U.S.visits to coupon sites and 3.52% of global visits.
As of November 2025, Rakuten receives 222.4 million global monthly website visits, and Capital One Shopping receives 44.3 million.
32% of online shoppers use a browser extension for automated digital coupons.

Bar Graph: Most Popular U.S. Coupon Websites by share of visits to all coupon websites according to SimilarWeb

As younger generations continue to prefer digital coupons, social media platforms are increasingly used for coupon hunting.

34% of consumers find coupons through social media; 51% source them from couponing blogs and social media accounts.
Facebook is the most popular, with 54% of Americans using the platform to source coupons.
YouTube and Instagram follow with 32% and 31% of consumers, respectively.
Consumers also find coupons on TikTok (21%), Pinterest (21%), and Reddit (20%).
59% of shoppers who find coupons on Facebook are 45 years of age or older.
In comparison, 59% of people searching for coupons on Instagram are under 45.

Bar Graph: U.S. Social Media Platforms Used for Coupons according to Don't Pay Full

Mobile Coupon Market Statistics

The market value of mobile coupons and mobile coupon apps is expected to grow significantly in the next few years.

The global mobile coupon market was valued at $727.3 billion in 2024, up 15.4% year-over-year (YoY).
The global mobile coupon market is projected to reach $1.6 trillion by 2030, increasing by a total of 120% at a compound annual growth rate (CAGR) of 14.6%.
The U.S. mobile coupon market was valued at $199.0 billion in 2024, up 14.0% YoY.
By 2030, the Chinese mobile coupon market is expected to reach $242.5 billion at a CAGR of 19.4%.
Other major markets such as Canada, Germany, and Japan are expected to expand from 2024 to 2030, at CAGRs of 13.3%, 12.5%, and 11.3%, respectively.
37% of online retailers offer mobile-only coupons through their branded mobile app.
32% of consumers have used a retail brand’s mobile app to receive coupons.
Capital One Shopping is the most downloaded mobile discount app in the U.S., with 12.4 million downloads.
Fetch is the second-most downloaded app with 8.65 million downloads.

Grouped Bar Graph: U.S. Coupon Use by Generation including Paper and Digital Coupons according to Inmar Intelligence

U.S. Coupon Use by Demographic Statistics

Younger consumers increasingly favor digital coupons found either online or on mobile apps.

In 2024, 78% of consumers born after 1996 (Generation Z) redeemed digital coupons, while 65% used paper coupons.
77% of millennial consumers (born 1981 to 1996) use digital coupons, and 63% use paper coupons.
Among Generation X consumers (born 1965 to 1980), 68% use digital coupons and 53% use paper coupons.
Baby boomers (born 1946 to 1964) are less likely to use coupons, with 56% and 51% of consumers using digital and paper coupons, respectively, in 2024.
Millennials are most likely to make an impulse purchase after finding a digital coupon, with 41% agreeing.
27% of Gen X consumers have made an impulse buy after finding a digital coupon.
19% of Gen Z and 12% of Boomer consumers are influenced to purchase impulsively by digital coupons.
Households earning between $50,000 and $100,000 are most likely to use digital coupons.
27% of households earning over $150,000 per year regularly use digital discount coupons.
Men are 94.1% more likely than women to always abandon a shopping cart when no coupon is available.

Bar Graph: Average Yearly Digital Coupon Savings by Category according to Don't Pay Full

Digital Coupon Savings Statistics

Digital coupons are increasingly common and offer savings that add up over time for consumers who use them regularly.

71% of digital coupon users save at least $10 per month; 36% save at least $25.
Households with children save an average of 10.2% more when using digital coupons than households without children.
40% of all online purchases can be matched with a coupon.
The average monthly savings per consumer are highest for travel at $37.06, followed by digital subscriptions, at $34.06.
In 2021, the average American who used digital coupon codes saved $1,465, a yearly savings of 6.4% of the average American household’s spending.
For purchases made with an online coupon, the average total savings at checkout was $30, or an average discount of 17.2% of the total purchase.
Also in 2021, the average FSI coupon for food was worth $1.61 in savings; the average for non-food FSI coupons was $2.82.

Bar Graph: Preferred Ways to Receive Grocery Coupons according to Statista

U.S. Grocery Coupon Statistics

On average, grocery coupons offer the most potential savings of any product type, and American consumers are increasingly using digital grocery coupons.

33% of American grocery shoppers used more coupons in 2024 than in 2023.
23% of grocery shoppers use paper coupons, while 43% use digital coupons.
43% of consumers use digital coupons via a smartphone app while shopping for groceries in-store.
32% of consumers wish their local grocery stores offered more digital coupons.
Digital coupons offer consumers an average yearly savings of $395.81.
45% of American shoppers prefer to receive grocery coupons through email, making it the most popular method.
Grocery shoppers using digital coupons saved an average of 15.8% off each purchase in 2021, with a coupon success rate of 45.9%.

The following data and insights were compiled by the Capital One Shopping team based on publicly available data.

Coupon Statistics