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| Study Shows Consumers are More Efficient Than Ever Seeking Deals and Reaping Savings |
Overall, 62% spend up to two hours weekly seeking out savings and save up to "These findings indicate that consumers are still very interested in savings and have developed a forever frugal mindset," said It's all About Sharing and Becoming Social Eighty-two percent of respondents share/swap coupons and deals with family and friends regularly. When asked what they would do to receive 25% or more in savings, 75% would sign up for an email newsletter; 67% would "like" a page on Strategic Savers Use Print AND Digital Savvy shoppers use both traditional and digital sources to garner the most savings. The number of respondents comparing prices online and in print is up 9% over 2011. Sixty-one percent of respondents plan their shopping trips around circulars, coupons and deals, up 10% from 2011. Those using their smartphones for savings are most often accessing a coupon in an email followed by comparing deals, downloading a coupon and downloading a savings app.
Grocery Still Rules The categories consumers are most interested in finding coupons, codes and deals has remained consistent with groceries being the No. 1 category, followed by dining out/restaurants and clothing. Items that ranked lower in previous years are starting to rise from the recession, such as travel, a 29% increase over 2011 and services such as dry cleaners and hair salons – a 25% increase over 2011. Allocating Savings for Basic Necessities For the third consecutive year, a majority of shoppers (60%) have said they are using their savings for basic necessities, although that is down 16% from 2011. Paying down debt, which ranked No. 2 in 2011 and 2010 was significantly lower than the past two years with only 4% allocating their savings toward debt. Long-term savings (i.e. college/retirement) ranked second in 2012, accounting for 15% of respondents. Only 3% said they would use the money saved from couponing to splurge, down from 7% in 2011. Yet, respondents' confidence over their family's financial situation has remained fairly static over the past three years with a slight upswing in 2012. About the Study For the fifth year, in conjunction with National Coupon Month in September, RedPlum has conducted a savings Study to gain insight from today's shopper; learn more about their shopping behaviors; where consumers are looking for deals; what lengths they will go to seek deals; what they are doing with their savings; and what influencers are driving their frugality. The 2012 RedPlum Purse String Study is based on insights from more than 9,100 respondents. The survey was conducted on redplum.com from About Cautionary Statements Regarding Forward-looking Statements This document contains "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. Such forward-looking statements involve known and unknown risks and uncertainties and other factors which may cause our actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by such forward-looking statements. Such factors include, among others, the following: price competition from our existing competitors; new competitors in any of our businesses; a shift in client preferences for different promotional materials, strategies or coupon delivery methods, including, without limitation, as a result of declines in newspaper circulation and/or increased competition from new media formats including digital; an unforeseen increase in paper or postal costs; changes which affect the businesses of our clients and lead to reduced sales promotion spending, including, without limitation, a decrease of marketing budgets which are generally discretionary in nature and easier to reduce in the short-term than other expenses; our substantial indebtedness, and ability to refinance such indebtedness, if necessary, and our ability to incur additional indebtedness, may affect our financial health; the financial condition, including bankruptcies, of our clients, suppliers, senior secured credit facility lenders or other counterparties; certain covenants in our debt documents could adversely restrict our financial and operating flexibility; fluctuations in the amount, timing, pages, weight and kinds of advertising pieces from period to period, due to a change in our clients' promotional needs, inventories and other factors, including, without limitation, high levels of coupon redemption rates; our failure to attract and retain qualified personnel may affect our business and results of operations; a rise in interest rates could increase our borrowing costs; possible governmental regulation or litigation affecting aspects of our business; clients experiencing financial difficulties, or otherwise being unable to meet their obligations as they become due, could affect our results of operations and financial condition; uncertainty in the application and interpretation of applicable state sales tax laws may expose us to additional sales tax liability; and general economic conditions, whether nationally, internationally, or in the market areas in which we conduct our business, including the adverse impact of the ongoing economic downturn on the marketing expenditures and activities of our clients and prospective clients as well as our vendors, with whom we rely on to provide us with quality materials at the right prices and in a timely manner. These and other risks and uncertainties related to our business are described in greater detail in our filings with the SOURCE Mary Broaddus, Director, Investor Relations and Corporate Communications, +1-734-591-7375, broaddusm@valassis.com |
