New York Times ran an interesting story recently on how America has become a coupon-clipping nation. It appears even higher income households and the younger population have embraced coupons with gusto.
In our ‘The New American Consumer’ survey, we found that 75% of consumers ALWAYS or OFTEN buy on sale or use coupons and discounts. That is 3 in 4! [Click chart to the left.]
But you may ask..how many of them really find this SATISFYING? The answer: 40%. Yes, 4 in 10 really like cutting coupons and buying on sale.
And what is really surprising is that more households with incomes above $100,000 find it SATISFYING than those making less than $100,000. 52% vs. 34%. [Click chart below.]
So no matter our income, we have all become one happy coupon-clipping, sale-chasing, discount-obsessed consumer nation. This is the NEW AMERICAN CONSUMER!
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