Coupon clipping time

News Services
Published: Thursday, August 07, 2008

Nearly seven out of 10 Canadians say they will use shopping coupons if the economy slows down, according to a survey by target marketing firm ICOM Information & Communications (ICOM). Sixty-nine per cent of the 2,099 Canadian consumers who responded to the survey conducted in May, said they are much more likely (42.4 per cent) or somewhat more likely (26.4 per cent) to use coupons during a recession. People earning more than $60,000 a year were just as likely to say they would use coupons as those respondents earning less. And it was consumers in the 35- to 54-year-old age bracket (72 per cent) who said they were much more likely or somewhat more likely to use coupons in a recession. That compares to 67 per cent in the 55 years and above bracket and 63 per cent among those 18 to 34 years old. As one would expect from a company that specializes in finding the right audience for a company's marketing program, ICOM says the next coupon wave may be electronic. Fifty-eight per cent of respondents said they would increase their coupon use if they could download a coupon from the Internet and have it automatically connected to an electronically swiped loyalty card. Although coupon use has been declining in Canada, coupons have historically been popular in hard economic times, according to the Toronto-based company.