Advertising Tips - Coupons, Discounts Drive Consumer Spending During Recession

Written on the 1st of April 2008

In an economic recession consumers tend to cut budgets but, if provided discounts, they will buy - 54% of adults say they would reduce discretionary spending, and 63% say they would not make a purchase if a deal isn’t available according to a Harris Interactive Survey.

Fully 86% of adults surveyed say they have used coupons or discount codes while shopping. But as economic slowdown pushes consumers to re-evaluate spending behaviors and tighten budgets, deal-seeking may become even more common:

• More than one in three adults (37%) say they would increase the use of coupons and discount codes during a recession.
• Among women, the figure is higher: 43% of them say they would do so, vs. 31% of men.

To find deals on discretionary purchases, adults are equally likely to look online as in stores (56% each). But they are less likely to look for deals elsewhere…

• Catalogs, brochures or flyers (46%)
• Coupon books (38%)
• Outlet malls (24%)
• Television (18%)