About two-thirds of shoppers who responded to a survey by market researcher ICOM Information and Communications LP said they are at least somewhat more likely to use coupons during a recession.
About 45% of shoppers said they are much more likely to use coupons in a recession, while 22% said they are somewhat more likely, the study showed.
When analyzed by age, 71% of consumers in the 18-to-34-year-old bracket said they are much more likely or somewhat more likely to use coupons in a recession, compared to 68% in the 35-to-54-year-old bracket and 63% among respondents 55 and older. The remaining respondents in each of those three age brackets: 29% of 18-to-34-year-olds, 31% of 35-to-54-year-olds and 36% of those 55 and older, said they anticipate no change in their coupon use.
Geographically, Midwesterners were most likely to use more coupons in a recession (70%), followed by those in the West (69%), Northeast (64%) and South (62%). Income had little bearing on shoppers’ responses, with 68% of those earning less than $50,000 a year saying they are much more likely or somewhat more likely to use coupons in a recession, compared to 67% for those earning more than $50,000, the survey showed.