Coupon Use At Record High

According to a new report from coupon marketing company NCH, the volume of coupons redeemed rose about 8% from a year ago, and marked the seventh consecutive quarter of growth. The report also indicates that manufacturers are increasing the value of coupons but moving up the expiration dates.

Over at RetailWire (registration required), one marketing expert says he thinks some companies are using coupons as an easy-to-turn-off solution to the Grocery Shrink Ray. Now that manufacturing costs have gone down, manufacturers need a way to become more price competitive without pushing through an official price drop or hauling out an Embiggening Ray, and coupons handle this task nicely.

“Continued Growth of Coupon Distribution Builds on Record-breaking Trend and Boosts Redemption” [PRNewswire]
“Coupon Redemption at All Time High” [RetailWire]