Coca-Cola invented the first coupon in 1887, and cereal coupons debuted in 1909 when Post printed them on boxes of Grape Nuts. In 2010, Target was the first national retailer to offer coupons that were scannable right from customers’ smartphones. That’s more than 125 years of businesses training consumers to expect coupons as part of the shopping experience.
So it’s no surprise that today, nearly all consumers (96 percent, to be exact) use coupons, regardless of age, gender, geography or other demographics. It’s also no surprise that there are more ways than ever before to get coupons into the hands of consumers, including email, social media, text message, website, online ad, direct mail, and newspaper and magazine inserts.