Digital Coupons Save $32M during 2010 Holiday

January 20, 2011

retailmenot-holiday-data-report-jan11.gifDigital coupons saved US consumers a total of $32.2 million during the November-December 2010 holiday shopping season, according to data from coupon aggregator RetailmeNot.com. In November 2010, consumers saved $15.1 million with an average 27% discount. The next month, consumers saved $17.1 million with an average 26.8% discount.

Digital Coupon Traffic Rises More than 25%

Digital coupon traffic, as measured by traffic to the RetailMeNot.com site, grew more than 25% year-over-year in both November and December 2010. During November 2010, digital coupon traffic rose 27.2% year-over-year, from 16.9 million to 21.5 million visits.

And during December 2010, digital coupon traffic grew 26.3% year-over-year, from 19.3 million to 24.4 million visits.

Digital Coupon Sales Total $119M

retailmenot-online-coupon-sales-jan-2011.JPGDigital coupon sales for the 2010 holiday period reached a combined $119 million. This includes November 2010 sales of $56 million, up 27% year-over-year from $43.8 million, as well as December 2010 sales of $63 million, up 26% year-over-year from $50.2 million.

During November 2010, the top online coupon was $5 off $50 at Target.com and top printable coupon was $5 off any purchase of $20 or more for breakfast at IHOP. During December 2010, the top online coupon was 20% of total online purchase at Bath & Body Works and top printable coupon was 30% off already reduced prices at Coach Factory Store.

Consumers Share 94K Digital Coupons

retailmenot-community-activity-jan-2011.JPGThe holidays brought out a sharing mood among consumers in 2010, according to RetailMeNot.com, as consumers shared a total of about 94,000 digital coupons. This figure includes almost 41,000 in November and about 53,000 in December.

Nov. Has More Available Coupons

retailmenot-holiday-data-available-coupons-jan11.gifNovember 2010 had more available online and printable coupons than December 2010. In November, there were about 622,000 online coupons for a little less than 82,000 retailers and about 48,000 printable coupons for 52,000 stores.

Meanwhile, in December 2010, there were a little less than 621,000 online coupons for about 82,000 retailers and about 39,000 printable coupons for 52,000 stores.

Amazon.com, Victoria’s Secret Maintain Top 2 Positions

retailmenot-most-searched-stores-jan-2011.JPGAmazon.com and Victoria’s Secret ranked as the most and second-most-searched stores for digital coupons during November and December 2010, flat from October 2010. Kohl’s jumped a spot to number three. Macy’s climbed the most spots, from seven to five, while Target dropped the most spots, from five to seven.

New York, Massachusetts and New Jersey were the top three states using digital coupons during the 2010 holiday season.

Online Holiday Spending Sets Record

US retail e-commerce spending for the entire November – December 2010 holiday season reached a record $32.6 billion, marking a 12% increase from $29 billion last year and an all-time record for the season, according to data from comScore. This 12% increase for the season, slightly outpaced comScore’s forecast of 11% growth.

comScore analysis indicates in 2010, retailers targeted many of their promotions even earlier than usual and reaped the benefits. In addition, comScore cites the positive impact of free shipping, which was used in more than half of all e-commerce transactions this season, up significantly from last year.

Chart-Library-Ad-1

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This