How Many People Use Coupons

How Many People Use Coupons in 2024?

Published on: January 12, 2024
Last Updated: January 12, 2024

How Many People Use Coupons in 2024?

Published on: January 12, 2024
Last Updated: January 12, 2024

Coupon users make up a large percentage of the global population.

According to statistics, Americans belong to a group of some of the most frugal consumers and bargain hunters in the world. 

We will have some statistics to share with you on that front.

In this article, we will discuss how many people use coupons in America and how people in other countries use them. 

Let’s dive into the data.

Key Statistics

  • 94% of people say that they have used coupons.
  • Over 145.3 million adult Americans used coupon codes for shopping in 2021.
  • 770 million coupons were redeemed globally in 2022.
  • 53% of the United States population says that they appreciate brands that provide coupons.
  • 52% of shoppers in Canada say they appreciate brands that offer coupons.
  • In Great Britain, 48% of survey respondents said they value brand coupons.
  • In Germany, 47% of shoppers say that they value coupons.
  • 47% of the population in India claims to value coupons.
  • 31% of shoppers in China value coupons.
  • 48% of Americans claim that using coupons shows their shopping and bargain hunting savvy skills.
  • In the United States, 76% of survey respondents feel saving money is an important aspect of their life. 
  • Globally, Rakuten owns the coupons and rebates realm at 9.6% usage.
  • In the past couple of years, digital coupons have outpaced paper coupon usage. 

How Many People Use Coupons?

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Let’s look at how many people take advantage of coupon savings.

According to data, 770 million coupons were redeemed globally in 2022. 

Moreover, CapitalOne Shopping revealed that 91% of Americans used one or more coupons in 2022. Over 177 million American adults redeemed digital coupons in 2022.

A RetailMeNot survey revealed some interesting facts from respondents from several countries.

One is that Americans value coupons more than anyone in any other country according to participants.

The survey further revealed that 52% of Canadian consumers said that they value coupons from brands, which is just 1% less than Americans.

Shoppers in Great Britain come in right behind Canadians in terms of how much they value brand coupons at 50%. 

These are the figures from a few specific countries surveyed in the RetailMeNot study and how much their shoppers value brand coupons:

  • Germany: 48%
  • India: 47%
  • China: 31%

(CapitalOne Shopping, Fortunly, PRNewswire – RetailMeNot Survey)

Why Do People Use Coupons?

The answer to this question is pretty straightforward and obvious, but there is a bit more to it that will be addressed here.

In the RetailMeNot survey, respondents said that they favor brands that provide coupons because it helps them to buy items they otherwise would not need or want, mostly due to the expense.

We expect to read that people, no matter where they live, use coupons to save money.

However, we learned that it’s sometimes brand and/or category specific coupons people use for various reasons.

For instance, if you can get discount codes or coupons to save money on travel that you would otherwise not be able to afford or that would take too much out of your travel budget, would you use coupons for that?

(Fortunly, PRNewswire – RetailMeNot Survey)

Who Uses Coupons?

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Generally, people from virtually all countries, age groups, genders, all income levels, and other demographics use coupons.

Let’s look at who uses coupons according to some demographics.


A 2020 survey published by Statista revealed that 89% of American Millennial shoppers would seriously consider trying a new brand if they got a coupon.

Right behind Millennial shoppers, Generation X shoppers accounted for 86% in this group.

Generation Z shoppers account for fewer but are still right up there with Millennials at 78%.

From the same survey, 76% of Baby Boomers said they would be interested in trying a new brand if they received a coupon for something. 

At 90%, Millennials are apt to share deals they find.

Moreover, 43% rely upon social media for making recommendations for new brands and finding coupons, coupon codes, discounts, special deals, and other promotions.

Also, 90% of them will share the deals they find via social media outlets.

Data from 2022 revealed that Millennials engage in coupon/money saving web browser extensions for shopping to get the best deals. This is up from 30% in 2017.

Millennials are also most likely to search for coupons on their smartphones at 70%.

A whopping 96% of American Baby Boomers use coupons, which includes shoppers 55 and older.

In contrast to digital and phone coupon codes, 70% of Baby Boomers still use traditional paper coupons whether they get them from a magazine, mailing, newspaper, or print them from online coupon sites.


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Nearly half of American female shoppers download digital coupons while they are shopping in the store from their smartphones.

At 73%, women are more apt to use coupons for clothing and accessories compared to men at 61%.

In terms of buying food and food delivery services, 64% of men use coupons. 

As you can see, this is a lot of data, yet not all the data is based on coupon usage, perception, and behavior across demographics.

Income Status:

Further data shows that regardless of financial status, virtually everyone almost equally uses coupons: 

  • $200,000 annual income plus: 86% coupon usage
  • $100,000 to $149,000 annual income: 85%
  • $20,000 to $39,000 annual income: 87%

This tells us that no matter how much money you make, coupons are still popular for saving money.

(Fortunly, MeetAnshi)


Where Do People Get Their Coupons/Codes?

Statista reported that 9.6% of shoppers who use money-saving sites (browser extensions, etc.) use to save money, which is the highest usage among this kind of coupon venue.

Moreover, has an 8.7% share, has a 5.07% share, enjoys a 3.61% share, and has a 3.21% share.


How Much Is the Digital Coupon Market Worth?

The overarching global digital coupons market is expected to grow at a CAGR of 18.78% between 2023 and 2030.

As of 2022, this global market is worth over $6.337 million (USD).

The prediction for this global market is to reach over $17 million by 2030. (LinkedIn Pulse)

What Are the Most Popular Couponing Apps in The World?

MeetAshni also revealed the list of the most popular worldwide coupon apps by downloads, which include:

• Too Good To Go: End Food Waste: 17.98 million downloads
• CashKaro – Cashback & Coupons: 14.11 million downloads
• Fetch Rewards: 13.57 million downloads
• ShopBack | Shopping & Cashback: 9.52 million downloads
• Buscape: Cupom e Compra Online: 7.97 million downloads
• LetyShops cashback service: 7.61 million downloads
• Groupon – Local Deals Near Me: 7.45 million downloads
• Meliuz: Cashback e Cartao: 7.43 million downloads
• Zoom: Cashback em dobro: 7.09 million downloads
• Upside – Cash back on gas & food: 6.15 million downloads


What Are the Most Popular Categories for Coupon Usage?

• Household items: 46%
• Restaurant and food delivery: 41%
• Grocery and delivery: 40%
• Electronics: 37%
• Fashion and apparel: 35%
• Makeup and beauty: 24%
• Medicine and Health: 23%
• Pets: 22%
• Games and toys: 20%
• Furniture and home goods: 18%
• Automotive: 11%
• Baby and children: 11%
• Travel 11%

So, essentially, coupons are popular across categories, products, and services.

They may not be equally popular, but it depends on the why, where, and how coupons are needed and used. 



We now know that millions of people all over the globe use coupons to save money on a variety of products and services. 

Statistics show that digital coupons are more popular nowadays than paper coupons, though many people aged 55 and older still use paper coupons.

We also know some things like perceptions, behaviors, and demographics regarding coupons and usage.

We hope you feel your eyes have been opened to how many people use coupons in today’s world and why.


PRNewswire – RetailMeNot SurveyStatistaCapitalOne Shopping
LinkedIn PulseFortunlyMeetAnshi

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Written by Jason Wise

Hello! I’m the editor at EarthWeb, with a particular interest in business and technology topics, including social media, privacy, and cryptocurrency. As an experienced editor and researcher, I have a passion for exploring the latest trends and innovations in these fields and sharing my insights with our readers. I also enjoy testing and reviewing products, and you’ll often find my reviews and recommendations on EarthWeb. With a focus on providing informative and engaging content, I am committed to ensuring that EarthWeb remains a leading source of news and analysis in the tech industry.