An estimated 91% of all Americans had used a coupon at least once as of 2022

In 2020 digital coupons accounted for 29.3% of all coupon redemptions

That’s compared to 28% for physical coupons, representing the year the balance of power shifted in digital’s favor. The COVID-19 pandemic era’s lockdowns increased online shopping, which accelerated digital coupon adoption.

62% of online shoppers search for coupons or discount codes before making a purchase

Capital One estimates that 169.2 million Americans redeemed digital coupons in 2025. The bank compiled many different coupon statistics on how both shoppers and businesses used coupons last year, most of which reveal the increasing dominance of digital coupons over physical ones.

The word 'coupon' comes from a French word meaning 'to cut.'

The typical US household could lower its household costs by 6.4% by using coupons

The study looked at coupons for food, household items, entertainment, and clothing, as well as other expected expenses. The grocery store category offered the largest amount of savings at around $316 annually.

Expanding supermarket chains began offering coupons to attract customers in the 1940s

This was partially a customer acquisition strategy devised to lure customers into chains and away from their local independent grocers.

Paper coupon suppliers and major newspaper insert distributors are in decline

Given the uptick in digital coupon adoption, sellers who offered coupon inserts or individual coupons for sale online have been closing up shop in recent years.

The US unemployment rate soared to over 24% during the Great Depression, the highest in recorded history.

Regular coupon users pay less attention to the actual price of what they’re buying

The psychology of coupon users can feel counterintuitive: Research suggests regular coupon users actually prioritize coupon availability over actual price comparisons.

The Paypal-owned Honey app and RetailMeNot are popular places consumers find digital coupons today

With digital coupons overtaking physical ones as the most commonly redeemed coupons, customers flock to these sites and apps for coupons and discount codes, often checking multiple of them before making an online purchase.

Bed Bath and Beyond’s 20% off coupon had a cult following

The home goods store’s most fervent fans loved these coupons so much that some bought them in batches on eBay. The FBI even reportedly found one of these big blue coupons in famous mobster Whitey Bulger’s junk drawer. (Some users may experience a paywall.)

From 2011 to 2012, a show about 'Extreme Couponing' aired on TLC

The television show gave viewers an inside look at the lives of Americans who treated couponing like an extreme sport. These people would often stockpile hundreds of products they acquired via deals found on coupons in their homes.

Digital coupon platform Groupon IPO'd in 2011 at a $17.8B market cap, but as of 2024 was worth just $103M—a 99.4% decrease.

US depression rates at historic high among adults

More than 18% of US adults reported that they currently have or are being treated for depression in both 2024 and 2025. In the 2025 survey, more than 11,000 adults were surveyed. The numbers have ticked upward since 2015—by about 8 percentage points—with most of the increase occurring from the 2020 pandemic onward.

See an original Coca-Cola coupon—one of the earliest surviving coupons used in America—that helped popularize the soda brand in its early days.

A couple was once sent to prison for running a $31.8M extreme couponing fraud scheme

Investigators found fake coupons in “every crevice” of husband and wife duo Pacifico Talens Jr. and Lori Ann Talens’ home. The couple was sent to prison and are serving a combined 19 years.

How the Great Depression still shapes the way Americans eat

From fortified foods to nutrition labels, the legacy of an early financial crisis lives on in kitchens across the United States. Ethnic foods with their (supposedly) hunger-triggering spices were vilified and considered “stimulants” along the lines of caffeine and so, in their stead came prune puddings, canned-meat stews, and dairy-heavy vegetable casseroles featuring America’s first fortified foods. Read more here.

Communism grew in appeal during the Great Depression

With at least a quarter of the country out of work, some Americans disenchanted with capitalism began looking at alternatives. Watch this five-minute video to learn about communism's growing allure during the Great Depression.

Consumer spending accounts for 70% of America's gross domestic product.

Only 14% of transactions are in cash, as of 2025

Credit (35%) and debit (30%) cards have long eclipsed cash as the primary method of payment in the US. It is a primary backup, however, with 90% of customers intending to use cash to pay or store value and 80% carrying cash.

Consumer spending accounts for 70% of US GDP, making Black Friday significant

Lizabeth Cohen, a history professor at Harvard and author of the book “A Consumer's Republic: The Politics Of Mass Consumption In Postwar America,” has argued that the US government has presented consumerism as a way out of economic crisis or decline since around World War II.

Paper check usage is down 83% over 25 years

At the start of the millennium, more than 68 million checks were processed daily. Amid the adoption of automated clearinghouse (ACH) payment systems, that number has sunk to 12 million a day.

The US developed a coin circulation problem in 2020

As people reduced the frequency with which they paid for things in cash and change during the COVID-19 pandemic, opting for tap-to-pay systems or online shopping instead, the number of coins in circulation decreased. Those who did make cash purchases were more likely to keep their change at home rather than use it on a subsequent purchase.

The Great Depression is one of history's most notable periods of deflation

The stock market crash of 1929 helped trigger a period of deflation in the United States by creating a drastic decrease in the total money supply. Because of the United States' central role in the world economy, virtually every single country was impacted by the recession.

1 in 10 US adults are taking medication for depression

A US government report indicates that about 10% of US adults took prescription medication for this disorder in 2023. Women, at 15.3%, were more than twice as likely to take one of these medications than the 7.4% of men.

The US has been through 34 recessions since 1854

From 1855 to 2020, the average US recession lasted for an average of 17 months. But in the 20th and 21st centuries, the average recession length has shortened, decreasing to 14 months.

Teen depression levels jumped during the pandemic

US government data published in 2025 but gathered from August 2021 through August 2023 indicated that depression prevalence among teens aged 12 to 19 was at 19.2%. It was even higher among females of that age group—26.5%

Stand-up became more popular during the Great Depression

The stock market crash of 1929 caused vaudeville theaters to shutter. Audiences were looking for lighthearted distractions from the country’s financial problems, though, and stand-up became more popular, albeit in very different venues.

As of 2025, about 9 in 10 Americans use the internet daily

Polling finds that while most Americans have home broadband and smartphones, digital divides persist. Young adults, Hispanic adults, and lower-income households are significantly less likely to subscribe to home broadband and more likely to rely on smartphones as their primary means of internet access.

72% of Americans say tipping is now expected in more places than it was 5 years ago

This change has been driven by multiple factors, including point-of-sale systems from fintech companies such as Square that prompt customers for tips directly. Americans also increased tipping during the pandemic in an effort to support local businesses struggling financially due to a lack of physical foot traffic.

Reforms reducing postage rates helped popularize Valentine's Day cards

In 1845, Congress voted to slash postage rates, paving the way for larger swaths of the American public to send and receive mail. This convenience was capitalized on by paper and stationery sellers who sought to profit from the holiday. Esther Howland's New England Valentine Company was the first major commercial producer of valentines in the US, but Hallmark followed a few decades later.

After World War I, consumerism began to usurp frugality as a foundational value in American life and culture.

11,000 new US dollar stores opened between 2007 and 2017

Dollar store retailers experienced significant fiscal gains during the 2010s, which were then accelerated by the COVID-19 pandemic. But in recent years, dollar stores have been closing in large numbers and suffering financial hardship. Experts point to Walmart's strategy of decreasing prices to cater to inflation-fatigued customers, and point out that when Walmart does well financially, dollar stores typically suffer.

BNPL has 19th-century roots, but the pandemic made it mainstream

The modern BNPL model didn't take off until the COVID-19 pandemic, when consumers were stuck at home and lockdowns forced them to shop online rather than in person. The number of US BNPL loans grew more than tenfold from 2019 (16.8 million) to 2021 (180 million), according to a Consumer Financial Protection Bureau report.

Average three-month CD rates reached a historical high of 18.65% in December 1980

Comparatively, average three-month CD rates reached a low of 0.09% in June 2021 amid the economic turmoil of the COVID-19 pandemic. When inflation began to rise in 2022, the Fed began initiating rate hikes to incentivize saving.

Why there's a snack recession

Inflation and economic uncertainty have driven many Americans to make cuts to their snack budgets, according to reports from major food manufacturers like General Mills, JM Smucker, and Campbell's. Major retailers have also observed lower-income consumers cutting back on nonessentials due to the macroeconomic environment.

The Smoot-Hawley Tariff Act—which was passed during the Great Depression with the goal of reviving domestic industry—is among the most famous pieces of economic legislation in US history.

See the growth of US consumer debt

Americans reached an all-time high debt burden in 2024. Data compiled from The Kaplan Group shows the evolution of auto loans, mortgages, credit card debt, and student loans from 2003 to 2023, and finds that after a brief decline after 2008, the total debt burden grew rapidly.

Markets have always recovered and hit new highs following crashes

The crash that preceded the Great Depression was the most severe the US has ever experienced. It was 28 times worse than the downturn that followed the Cuban Missile Crisis.

How COVID-19 brought new investors into the market

With fees removed from the equation and more time at home thanks to pandemic-related lockdowns, Americans who had never bought or sold stocks before started participating in the market. Charles Schwab dubs this cohort “Generation Investor” and notes individuals from all age ranges took part in this phenomenon. Study up here.

US homeownership rates declined from the start of the Great Recession through 2016.

America's ice cream obsession began under Prohibition, with the street treat acting as a legal vice that helped ease the pain of the Great Depression.

Radio quiz shows took off in the '40s

The concept took hold during the Great Depression, with 50 shows on the air by 1940, because they allowed families to imagine a financial windfall was just a few questions away. Although the genre had a slight downturn during World War II, it experienced a resurgence by the end of the decade, with 200 shows on the air.

The highest inflation ever recorded in US history was estimated at 30% in 1778, just after the Revolutionary War.

Explore an interactive tool that reveals why Americans are unemployed—almost 30% of unemployed Americans ages 25 to 54 cited being laid off as the reason for their unemployment, for instance.

Why Americans are drowning in credit card debt

Americans owe more than $1T to credit card companies. And with rising interest rates that prevent cardholders from paying down debt (not to mention the rising cost of living), that number is likely to keep growing. A podcast episode explains how the US got here, and what policymakers and individuals can do about it.

Retail investing by the numbers

When average Americans began pouring into the stock market, Wall Street wasn’t sure if its new guests were there to stay. But at the end of 2023, Public confidently declared that retail investors “weren’t going anywhere” after 30 million new individuals began buying and selling stock. Download the report to learn more here.

Roughly 75% of Americans report feeling okay financially

Since 2022, fewer Americans report feeling worse off financially, moving from 35% in 2022 to 28% in 2025. Likewise, the number of Americans who reported feeling better about the economy is up 4% from 2022. More than 90% of Americans cite price increases as their biggest financial concern.

The US has used a wide variety of different currencies between the 1690s and today

From colonial money to national banknotes, people have used all kinds of forms of currency throughout the history of the United States before settling on the dollar bills and quarters that we pay for things with today.

Nearly 9 in 10 Americans were annoyed by tipping as of 2025

That’s a sharp increase from the 75% who thought tipping culture had gone too far in 2024. One potential culprit? The proliferation of tipping screens in places outside sit-down restaurants, such as coffee shops and hair salon. Three in 10 Americans say they give less when presented with tipping screens.

COVID-19's shock to employment rates sparked some economists to fear deflation

COVID-19 simultaneously disrupted the supply chain and the labor market. Since the unemployment rate had hit record highs, some economists were worried that the supply chain would recover before the labor market. If that had happened, businesses would have been producing goods, but no one would have been able to buy them because they wouldn't have the disposable income to do so.