The "R" word is causing more consumers to use coupons in grocery shopping

Tough times and technology advancements portend a coupon usage renaissance among U.S. shoppers, based on survey results released ICOM Information & Communications  (ICOM). 

Of the 1,529 U.S. consumers who responded to a recent ICOM survey, 67% said they are much more likely, or somewhat more likely, to use coupons during a recession. The breakdown was 45% percent much more likely and 22% percent somewhat more likely.

According to CouponInfoNow.com, an online resource for planning coupon promotions, over 331 billion dollars in potential consumer savings were distributed through coupons in 2006.  Consumers redeemed over 2.6 billion coupons.  Approximately 140 million consumers used coupons in the preceding 12 months, with usage across ethnic and demographic lines.

"The consumer incentive certainly is there," said Peter Meyers, ICOM marketing vice president. "Look at it this way: households of two adults and two children who use coupons wisely can save 25% on their grocery bill annually, without cutting purchases. That saves $2,400 a year based on a typical $800 a month grocery spend, which outstrips the $1,800 economic stimulus check this family has coming in May from Washington."