By: Curtis Tingle, Chief Marketing Officer, Valassis
Published Wednesday, Jun 21, 2017
If you think moms are the only parent using coupons – think again. Dads’ coupon activity often matches or surpasses moms – especially on the go. And dads are serious about saving, using multiple vehicles to obtain coupons, with their top three preferred sources for discounts being mail (57 percent), mobile device (56 percent) and download to store loyalty card (55 percent).
The 2016 Valassis Coupon Intelligence Study found that 96 percent of dads (versus 90 percent of all adults) use coupons. So how do dads use coupons and where can marketers catch and influence them to ensure they don’t miss out on incentivizing this savvy consumer set? Let’s take a look at a few findings:
At the Store
Dad’s can be swayed to buy something different:
And, dads continue the savings and sharing process even after they’re done shopping:
It’s clear that dads make many household purchase decisions; and they want to save. If marketers wish to reach and activate this key consumer set along the path to purchase, they must be sure to take dads’ deal-seeking behaviors into consideration when developing marketing plans.
To learn more, view/download this infographic.
Source: 2016 Valassis Coupon Intelligence Study; Research focused on behavior for traditional CPG categories.