The popularity of coupons is soaring, with a record 61% of consumers claiming to use the money saving device, up from 52% a year ago, according to a survey by coupon company Valassis.

And coupon usage was just as high among shoppers in the highest AB demographic, the survey found, with an identical 61% claiming to use coupons and 33% looking out for more promotions than they did a year ago.

"Consumers across all social and age groups are embracing promotional offers," said managing director Charles D'Oyly. "In the current economic climate, even wealthier shoppers are seeking ways to make the domestic budget go further."

However, companies are still experiencing hiccups over coupons, with Sainsbury's the latest retailer to face a backlash from consumers.

Shoppers rounded on the retailer last week after its coupon-at-till system printed out vouchers offering customers a measly 1p off their next shop.

Consumers vented their frustration on Sainsbury's official Facebook page, calling the vouchers, which stated 'Enjoy 1p to spend on your next shop', the "stingiest coupon ever". Customers also reported receiving coupons offering 3p discounts.

"Thank you for this amazing generosity!!! Though I must confess to feeling a little insulted! I kind of wish you hadn't bothered!! I'm sure the printer ink cost more than 1p!" wrote one.

Another poster, who received a 3p coupon, said: "It's not even like it was a small shop, it's a bit of a kick in the teeth really, Sainsbury's."

Sainsbury's launched coupons at till in September 2009, drawing on data from its loyalty card scheme Nectar. In the year to 19 March, it issued more than 240 million coupons.

"Coupons are allocated at random so customers may receive a coupon for a wide range of values up to £100," a spokesman said. "Due to customer feedback we have now capped the minimum value coupon at 10p."

But while the popularity of coupons is on the rise, a poll by GfK NOP for the Institute of Promotional Marketing revealed supermarkets were struggling to cope with the demand they generate.

Of the 1,000 consumers polled, 53% said they had been unable to redeem a money-off coupon because the relevant product had not been in stock.

A quarter of those bought an alternative product while 19% bought the packet somewhere else. "Any brand or product that is running on promotion must make sure that retailers have enough stock to cope," said IPM chief executive Annie Swift.

Read more
Brand promo popularity is ‘fuelling sales of rival lines’ (7 May 2011)
Sainsbury’s gears up to launch mobile coupons (3 May 2011)

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