What will you rely on to capture consumers during this peak season? Just do this well!

According to a survey conducted by U.S. News & World Report, affected by inflation, prices continue to rise, and Americans begin to look for coupons and other ways to save money when shopping. "Coupons" have become an important factor in driving Americans to buy during the peak season, and sellers only need to develop a good coupon marketing strategy.

The following are the main findings of the survey:

1. Inflation has led to a surge in Americans’ interest in coupons

As prices continue to rise, more Americans are looking for coupons before making a purchase. Data shows that more than half of adult consumers (58%) actively look for coupons at least once a week, and a quarter (25%) of adult consumers look for coupons at least once a month.

U.S. consumers are most interested in promotional codes offered by online retailers (67%), followed by buy one get one free (58%), free shipping coupons (54%) and cash back offers (40%).

More and more consumers are turning to social media platforms to look for coupons. Currently, more than half of U.S. consumers (51%) follow coupon blogs or coupon social media accounts. Of these people, nearly nine in ten (87%) have used coupons when shopping online.

Nearly a third (30%) of Americans currently follow at least one coupon blog, and a quarter (26%) follow at least one coupon social media account. While fewer shoppers follow coupon accounts on Instagram (15%) and TikTok (12%), more consumers will look for coupons on these platforms in the future.

In July this year, Google Senior Vice President Prabhakar Raghavan said that about 40% of Generation Z in the United States rely on TikTok or Instagram rather than Google when searching for discount information.

2. Americans are looking for software that can save them money

Social media isn’t the only place Americans look for coupons when shopping online. Nearly half of U.S. consumers (44%) report regularly using money-saving coupon sites like Groupon, apps like Ibotta, and browser extensions like Honey.

3. Americans seek to save more money on food and groceries

Grocery and gasoline prices have surged in the U.S., according to the latest Consumer Price Index. In the 12 months to June 2022, gasoline prices rose nearly 60% and food prices rose about 10%.

As prices continue to rise, Americans are eager to save more on gas and groceries. Three-quarters of U.S. adults (76%) look for coupons when buying groceries to avoid paying full price, and 54% do the same when buying gas.

4. Inflation affects Americans' holiday shopping plans

Due to inflation, 81% of American shoppers said they have adjusted their holiday shopping budgets. On the other hand, 84% of shoppers said they are concerned about inflation, and 43% of shoppers said they are very concerned.

According to the National Retail Federation, more than half of U.S. consumers (52%) say they will spend less on gifts during the 2022 holiday season compared to 2021. Of those, 72% plan to spend $500 or less. Additionally, 51% plan to use online coupon sites, apps, or browser extensions to save money.

Editor ✎ Nicole/

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