Even The Rich Penny Pinch

Ann-Marie Vazzano

Even consumers with six-digit incomes are couponing, according to a recent study by media delivery firm Valassis. Consumers collectively saved $3.4 billion by redeeming coupons in 2015, according to NCH data. Valassis surveyed 1,000 consumers, 23% of whom were identified as affluent (household incomes of more than $100,000). Here’s a look at some key findings among the affluent respondents:

• 28% have increased their use of coupons and their resulting savings in the past year
• More than half (56%) report they enjoy using coupons
• 87% believe coupons save them a lot of money
• 88% use coupons from the mail and 84% use coupons delivered in coupon books
• 81% find print coupons before shopping

Half are using their smartphones or other mobile devices to help them save, and 29% of these coupon users have increased their use of paperless discounts and the Internet (31%) to find savings in the past year. GP