Who coupons? Study shows it may not be who you think

Coupons have generated a lot of debate this year as shows like “Extreme Couponing” aired. I’ve been using coupons all my life, so it’s interesting that now they generate controversy. So, who is using all these coupons? A nationwide survey by the University of Arizona reveals it may not be who you think.

Researcher and division chair of retailing and consumer sciences, Anita Bhappu, found higher users are the most affluent with 24-percent reporting a household income of at least $75,000.

In the study, these high users are called “coupon divas.”

“They don’t use coupons because of financial constraints but because they perceive coupons as saving them money,” said Bhappu.

Among those who didn’t use coupons, 61-percent had a house hold income of $35,000 or less. This survey shows your income doesn’t always drive coupon usage.

Coupons are no longer just the ones you use at the grocery store. Groupon and Living Social have given rise to a new type of coupon. You can now use coupons at salons, spas, and sporting events. While not specifically surveyed in this study, they will be evaluated in the future.

It’s not all women using coupons, either. The survey found 48-percent of coupon divas are men.

While shows like “Extreme Couponing” show people going to extremes to use coupons, and my story on stockpile sale showed people going to extremes to make money off coupons, the study found coupon divas generally use six or more coupons each time they shop.

Related links you may like:
Garage sale for extreme couponers
Coupon industry responds to problems
Coupon controversy

2 responses to “Who coupons? Study shows it may not be who you think

  1. Couponing isn’t just a fad that will fade in a couple of years but a lifestyle change. I have used coupons to save 75% off on my grocery bill for over 2 years and I had found a way to diaper my kids for free with coupons. I see coupons as money. Money that is designed for a particular product. I can’t imagine going back to paying full price for items again.

  2. Pingback: Coupon industry warns stores participating in “Extreme Couponing” show | Jenn Strathman