No Slowing Down in the Retail Store Coupon Business

NEW YORK — America’s use of coupon-redemptions in retail stores continues its explosive growth, according to a report from a New York-based marketing communications company.

In the 1960s, coupon redemptions were very low compared with today’s rates, notes the Howard Marlboro Group. In 1970, 16.4 million coupons were redeemed, and by 1980 the number had jumped to 90.6 million.

In the 1990s it is anticipated the number will zoom past the 400-million level, according to the report, which notes that as recently as 1984 there may have been 500 products in a store offering coupons, rebates and other special inducements.

Now there are some 2,000, and nearly every single product has some kind of special offer during the year.

With this growth and increasing competition for the shopper’s dollars, the average coupon value has jumped faster than inflation. Today it runs between 26 and 40 cents. In 1979, the average coupon value was 17 cents.