- 32 per cent of UK shoppers cite paper coupons-at-till as their number 1 choice.
- Only 24 per cent prefer app-based offers.
- 65 per cent of those who prefer paper coupons actively look forward to receiving them
Printed coupons at the till are now the top-ranked way to receive offers, suggests a recent survey, highlighting how physical formats continue to be the nation’s preferred channel for receiving food and grocery offers.
According to a new research from Catalina UK, printed coupons at the till are now the top-ranked way to receive offers for one in three UK shoppers, up from just one in four in 2022.
This puts coupons at the till ahead of app-based coupons, which have also grown in usage but remain preferred by only one in four.
Sainsbury’s shoppers show the highest engagement, with Aldi and Iceland shoppers close behind, despite neither retailer currently offering them in-store.
While some UK supermarkets continue to offer personalised, in-store coupons, many have shifted focus to digital channels. Yet 50 per cent of shoppers say they don’t receive enough print offers,a sentiment shared across all age groups.
In fact, Gen Z is the group most likely to feel overwhelmed by digital (35 per cent) and least likely to want more of it (only 29 per cent), indicating a saturation point and a need for balance.
The research further shows that 74 per cent of UK shoppers say they are more likely to return to a supermarket offering tailored promotions, the opportunity for loyalty is clear but only if the offers reach everyone.
Contrary to common assumptions, these preferences are not driven by older shoppers. Gen Z respondents now show a higher preference for paper coupons at the till (30 per cent) than app-based offers (23 per cent), a notable rise since 2022.
Key findings
- 32 per cent of UK shoppers cite paper coupons-at-till as their number one choice.
- Only 24 per cent prefer app-based offers.
- 65 per cent of those who prefer paper coupons actively look forward to receiving them
- 74 per cent are more likely to visit a supermarket offering personalised promotions.
- 69 per cent would try a new product if given a tailored offer.
For shoppers who prefer paper, the benefits are clear. 45 per cent say paper coupons are more convenient at checkout while 48 per cent appreciate having a physical reminder. 29 per cent say they forget to use digital coupons due to “out of sight, out of mind”.
And when it comes to effectiveness, colourful print outperforms plain black and white as considered to be:
- 12x more noticeable at the till.
- 10x more likely to be redeemed.
- 5x more likely to signal “best offer available”.
- 3x less likely to be misplaced.
The report further adds that Iceland shoppers showed the strongest demand for more paper coupons, with 56 per cent saying they receive far too few.
The same demand was echoed by value-conscious Aldi and Lidl shoppers, despite these retailers not offering till-based coupons, highlighting the disconnect between shopper needs and channel delivery.