Value of Coupons Printed in March Surges 192% Over 2008

Ready-to-eat cereal was the most popular category of online coupon printed in March, according to, the leading network for digital coupons.

Cereal, a perennial favorite for consumers seeking to maximize their budgets, was followed by baby products and baking ingredients, rounding out the top three. The ranking is based on the number of coupon prints by category across the publisher network. Cereal was also the most popular coupon category in February.

Nutritional and diet products ranked as the fourth most popular coupon category, with yogurt falling to the No. 5 spot from No. 2 a month ago. In addition, several non-grocery categories, including laundry supplies and personal care, entered the top 10, suggesting an increase in the popularity of coupons for household essentials. Similarly, both salty snacks and portable snacks fell off the March list, after ranking in the top five last month.

Driven largely by the economic slowdown, the use of digital coupons is growing nationwide. Shoppers printed $57 million in savings from the publisher network in March, an increase of $38 million, or 192 percent, since the same month last year.

Texas was the top coupon-printing state in the nation in March. An increasing percentage of coupons were printed in the Southwest and Midwest in March, while coupons printed in the Mid-Atlantic and Southeast represented a smaller percentage of total coupon prints than in February. The top regions were (in order) the Midwest, Southeast, Mid-Atlantic, Southwest, West, New England and Pacific Northwest.

Over 40 million people currently print online coupons, up 20 percent from last year, according to Simmons Market Research Bureau. In the same time period, the number of people that only print coupons from the Internet and never use newspaper coupons has risen a dramatic 46 percent to 6 million. is the No. 1 site on the Internet for Coupons/Rewards, according to Nielsen NetRatings. The publisher network reaches more than 75 million consumers through thousands of Web sites, including and shoppers’ favorite name-brand Web sites and grocery and drug store sites.

“Consumers printed a record amount of savings in March, almost tripling the amount printed last year,” said Steven R. Boal, CEO of Mountain View, Calif.-based Coupons, Inc., which launched in 1998. “Consumers are using digital coupons to save on virtually everything they spend money on, from food to household essentials to entertainment items. We see no slowdown in sight.” March 2009 Top Coupon Categories

1. Ready-to-Eat Cereal
2. Baby Products
3. Baking Ingredients
4. Nutritional/Diet
5. Yogurt
6. Entertainment
7. Dessert Items
8. Laundry Supplies
9. Carbonated Soft Drinks
10. Personal Care
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