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The economy had certainly dictated on the buying habit of US consumers. Recent statistics point to an increase in online coupon redemption. The increase was more prominent towards the fourth quarter with posted growth of 10% compared to the fourth quarter of year 2007. This is the first recorded jump in US coupon redemption since the early 1990s.

Inmar, a promotions transaction settlement provider, had made the study on the significance of coupon particularly in the online business scenario. They have released this study which stated that consumer response remained strong for the year with 2.6 billion coupons being redeemed (the third year in a row at that level). The weak economy was a major factor in stopping the steady decline that coupon redemption had seen in the years prior to 2006. The peak year for coupon redemption was 1992, at the end of the last major recession, when 7.9 billion coupons were redeemed. Both November and December 2008 saw double digit redemption growth, mainly driven by a double-digit increase in the redemption of food coupons (although non-food coupon redemption also rose by nearly 10%). Coupons redeemed via mass merchandisers now account for nearly 19% of all coupons redeemed, while conventional supermarkets now account for less than 64%. Consumers have continued to show interest by redeeming more than 9% more coupons in January 2009 than they did in January 2008.

The study released highlights how affiliate managers should seriously consider integrating the coupon offers as an integral part in their affiliate tools. Mass media had also contributed to the growth and awareness of coupons discount as many coupon sites were featured on the print, air and tv media. So I guess, the way to go for most online shopping businesses is to COUPON IT!

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