Does anyone still clip coupons? Consumers want deals, but how they find them is shifting
Couponing has been a popular activity for many people for decades, with some seeing it as a ritual, others as a lifestyle, and still others as a necessity. However, recent reports suggest that the landscape of couponing is changing, with a decline in coupon distribution and redemption. This shift is accompanied by the increasing use of AI to hunt down deals, leaving many to wonder if couponing is in danger of becoming a lost art.
Kathleen Cassidy, who runs the popular social media couponing account Living on a Loonie, believes that the type of couponing is evolving. She notes that couponing is increasingly moving into the digital sphere, with cash-back apps, digital coupons, and loyalty points becoming more prevalent.
Despite the shift towards digital coupons, overall coupon use has been declining in the United States since the 1990s. In 2024, U.S. marketers distributed just 50 billion coupons, compared to 330 billion in 2010. This decline is attributed to the rise of AI technology, which is being used by consumers to seek out deals online. According to a report from Adobe, 39% of U.S. consumers use AI for online shopping, with 43% using it specifically to find deals.
The history of coupons dates back to the late 19th century, when Coca-Cola first distributed them to boost the drink’s popularity. Since then, coupons have evolved from traditional newspaper clippings to digital discount codes and printable coupons. The COVID-19 pandemic further accelerated the shift towards digital coupons, surpassing physical ones.
However, the digital deals landscape is currently overcrowded, leading consumers to turn to AI for assistance. AI offers a way to reduce search costs and find discounts more efficiently. TikTok is filled with Gen Z consumers sharing their experiences using AI to save money, from finding coupon codes to budgeting help.
Despite the potential benefits of AI, experts warn that the models are often inaccurate and may provide outdated or expired information. In a test conducted by CBC News, AI-powered coupon finding tools provided invalid or expired discount codes for popular retailers.
Kathleen Cassidy, the coupon influencer, prefers using the Flipp app to search through digital flyers and cross-reference with cash-back apps and digital coupons. While physical coupons are still available, they may not be as abundant as they once were.
In conclusion, the evolution of couponing towards digital platforms and the increasing use of AI to hunt down deals are changing the couponing landscape. While AI offers a convenient way to find discounts, consumers should exercise caution and verify the accuracy of the information provided. Couponing may be evolving, but with the right tools and strategies, savvy shoppers can still save money on their purchases.
