Number of digital and FSI coupons redeemed in the U.S. 2019-2021

The use of digital coupons is becoming more prevalent in the United States. In 2021, the number of redeemed digital coupons in the U.S. amounted to a total of just over 337 million coupons, up almost 40 million from the figure in the previous year. In comparison, the redemption volume of free-standing inserts (FSI) declined, from nearly 300 million redemptions in 2020 to about 230 million in 2021.

The preference for digital

While FSI coupons are still redeemed the most in numbers, one-third of redeemed coupons are activated through digital means. Due to coupons’ popularity, the use of digital discounts stretches across all walks of life in the United States. In 2022, digital coupons were used by an estimated half of all U.S. Boomers, while paper coupons only were used by the same group slightly more.

Easy to use

One of the reasons for the prevalent usage of digital coupons is how simple it is for anyone to activate them. Nearly half of respondents to a 2021 survey reported that clipping or activating their digital coupons was something they found very easy. Before activating them, many consumers also find it useful to be reminded about the digital coupons they already have through loyalty programs, so that using them is never forgotten. Many of the top rebates sites in the U.S. offer such loyalty schemes in order to make digital coupon user experience one to be continued.