Rising prices push consumers to promos

by James Quilter, Promotions & Incentives 08-Jul-08, 11:45

LONDON - UK consumers are actively seeking out coupon promotions as a result of an increase in the cost of living.

According to the latest research by Valassis on the state of the UK coupon industry 30 per cent more consumers are on the hunt for this type of promotion than last year.

The report also found the number of promotional deals based around coupons had grown by 29 per cent as marketers look to take advantage of the new trend.

Other findings include a 20 per cent growth in the value of coupon redeemed, an increase in the use of doordrops to distribute coupons and the growing popularity of promotions featuring offers from multiple brands.

Bars and clubs have increasingly turned to promotions to encourage footfall. It is believed this is largely a result of the smoking ban coming into effect last year.