Consumers Are Saving Less From CPG Coupons This Year, As Marketers Tinker With Strategies

While more CPG coupons were distributed in the first half of this year than in the first half of any year since 2010, the number of coupon redemptions fell by 8.1% and overall savings were down by 10% to $1.8 billion, according to [registration page] NCH Marketing Services. Several factors contributed to the drop in redemptions and overall savings, as marketers adjusted their coupon strategies, shortening their average offer durations and increasing multiple purchase requirements in the non-food category. (more…)