Online Shoppers Missing Out On Coupon Savings

    September 8, 2009

The majority of online shoppers who use coupons are missing out on savings by using invalid or expired coupons, according to a new report commissioned by Coupon Craze and conducted by Harris Interactive.

The majority (94%) of online shoppers have had an expired or invalid coupon code but more than half (57%) have continued with their purchase despite not being able to use the coupon.

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In addition, 95 percent of shoppers who have used a print and/or printable coupon have had an experience with an expired or invalid coupon, yet 72 percent will at least sometimes continue with their purchase even though they are not able to use the coupon code.

The report also found adults with a higher level of education are more likely to shop online with 94 percent of those with a college degree or more shopping online, while 83 percent of those with a high school degree or less shop online.

Adults with a household income of $75K or more are more likely to shop online than those who have a total household income of less than $35K (93% vs. 82% respectively).

Other highlights from the report include:

94% of all adults have used a coupon to make a purchase.
Although at 88% groceries are the number one item coupon users have used them for, coupon users are also using them to buy health/beauty items (63%), clothing (54%), electronics (46%), gifts (43%) and travel related items (32%).

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