Coupons

The word ‘coupon’ comes from a French word meaning ‘to cut’

The history of coupons starts in the US with the Coca-Cola coupon that was mailed to consumers, offering them a chance to come try the soda for free in a nearby pharmacy. A coupon created by cereal company Post is one of the earliest widely cited follow-ups—it offered a penny off a box of Grape Nuts in 1909.

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

Coupon use accelerated during the Great Depression, when the US unemployment rate reached nearly 25 percent. While coupons were invented in the late 1800s, they became more popular during the Depression as a way to stretch household budgets during the era’s economic hardships. Companies soon began distributing coupons via newspapers and women’s magazines.

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.

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.

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.

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.)

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.

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.

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.

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.