According to the Annual Topline U.S. CPG Coupon Facts Report for Year-End 2010, released by NCH Marketing Services, Inc., marketers distributed 332 billion coupons for consumer packaged goods last year, marking the largest singleyear distribution of coupons ever recorded in the United States. Those coupons redeemed totalled $3.7 billion in savings for consumers. Fueled by frugal recession-weary shoppers, coupon usage has climbed from 63.6% in 2007 to 78.3% in 2010, according to NCH.
Most of those coupons distributed a full 90% came in the form of free-standing inserts, according to Inmar, the company that handles the bulk of coupon processing in the U.S. But retail marketers take note that's not where the leading growth in redeemed coupons lies.