Couponers are often viewed as cheapskates who ration toilet paper squares and dumpster dive for savings. But the reality is, couponers actually spend more money than the average web shopper and WhaleShark Media has the numbers to back it up.
According to a recently published survey, conducted by Forrester Research, active couponers (those who redeemed more than 6 coupons in the past 12 months) spent more than $800 per year online than light users.
In addition to higher sales totals, coupon users are also more flexible than your average customer. They’re willing to try new items and switch brands if they can get a deal. A full 60% said they’re reconsider a product they decided not to buy, if they were offered a coupon for the item. That means a reduction in shopping cart abandonment.
And because those who coupon love a great deal, 80% said that online coupons and promotion codes improves a company’s brand image and gave them a positive feeling — usually. The one exception to the rule is the company that offers deals 365 days a year. 25% off every thing, every day, is not a promotion. 25% off on Black Friday is a promotion.
Silly as it may sound, a one-day sale feels like you’re getting a high priced item for a low price, whereas an everyday low price doesn’t feel like a deal. Trust me, it’s all about the deal.
Take a look at this:
As you’re putting together your holiday shopping campaigns, keep this graph in mind. You don’t have to offer shoppers 50% off their whole order. 50% off one item, a free gift with purchase or discounted shipping will go a long way toward closing the sale at your online store instead of the competitors’.