Sept. 4, 2012
Valassis (NYSE: VCI),
one of the nation's leading media and marketing services companies,
announced today results of its Fifth Annual RedPlum® Purse String Study that indicates consumers' proficiency in seeking deals is saving them both time
money. They are also becoming more social in their savings and those who share deals, save more.
Overall, 62% spend up to two hours weekly seeking out savings and save up to
each week using coupons. But there was an 18% increase this year vs. last year in those spending less than one hour looking for coupons, deals and savings from all sources, yet the average savings dollars remained consistent.
"These findings indicate that consumers are still very interested in savings and have developed a forever frugal mindset," said
Lisa Reynolds, Valassis Vice President of Consumer Engagement
. "They have become so accustomed to searching for value that these deal-seeking behaviors have become second nature to them. They clearly value the dollar as well as their time."
It's all About Sharing and Becoming Social
Eighty-three 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 Facebook; and 17% would Tweet or Retweet a deal, up 5% from 2011. Shoppers who are social and share deals with friends and family tend to save more. According to the study, 50% of respondents who "always" share deals save
or more weekly; compared to 18% of people who "never" share deals.
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.