Why Millennials Aren't Embarrassed to Use Coupons
NEW YORK ( MainStreet) Millennials are maintaining their conservative fiscal financial stance as more of them use coupons on a regular basis to shop and even search for restaurant deals.
As they are shopping online or in brick and mortar stores, 92% of Millennials (those born between 1980 and 2000) said they use coupons whether they are digital or paper ones, according to a survey of 1,000 Americans by Valassis, the communications service company, and Ipsos, the market research firm. In the past year, 51% of Millennials said they are using more coupons, which is more than Generation X and Baby Boomers.
Using coupons has become a regular occurrence for Jason Fischbach, a Millennial who searches for them before making a purchase.
"The reason I use coupons so regularly is because there always seems to be one," he said. "Paying full retail price for something just seems wrong when it's so easy to do a quick search online and find a 20% discount or $10 off. Since everything from college, to commuting, to rent being so expensive, it's foolish to throw money away by not taking the time to find these easy savings."
Fischbach, 24, who works at a New York PR firm, said he tends to use coupons for most items, especially to find discounts for food and restaurants and stores like Kohl's and a few others that regularly send coupons or discounts. He also does a quick search before completing any online orders or if he is shopping in a store.
"If I'm in a store and thinking of making a purchase, I'll use my phone to see if there are any additional discounts," he said. "These may be from other retailers or through social media applications like Foursquare."
Using coupons is becoming commonplace and there is less social stigma attached to it, he said.
"I think the stigma's long gone, Fischbach said. "Now that people have the ability to compare prices and find discounts at their fingertips constantly, it feels like coupons are just another step in that process of finding the best deal. Since we're bombarded with them on a daily basis anyway, why not use them?"
Millennials consist of 21% of consumer spending currently and are more likely than other age groups to buy items online only after looking at them in a store and to combine online and print coupons, said Valassis in its report. They typically only engage after receiving a coupon that allows them to take a third or more off the ticket price.
Shoppers are altering their habits, and many no longer make purchases based on the brand, said Brad McEvily, CEO of Photopon, a Hackettstown, N.J. social shopping service that lets you give free and paid digital gifts to your Facebook friends and receive promotions.