Top Merchants Include Big-Box, Department Store, Consumer Electronics and Restaurant Retailers; Consumers Seek Deeper Discounts Than Free Shipping
Mountain View, CA – December 7, 2010 – Coupons.com Incorporated today released coupon codes data for the first week of the 2010 holiday shopping season, beginning Black Friday (November 26th) through December 3. The data is based on consumer usage of the recently updated Coupon Codes portal available at www.coupons.com/coupon-codes (or also accessible via the Coupon Codes tab on Coupons.com). With over 13 million unique monthly users, Coupons.com is the recognized leader in digital coupons and the No. 1 destination on the Web for Coupons/Rewards, according to Nielsen NetRatings.†
For the period November 26th through December 3rd, including Cyber Monday, the most popular merchants include a variety of big-box and department stores, as well as consumer electronics and restaurant retailers.
For comparison, the most popular merchants for the first nine months of 2010 include:
The Coupon Codes portal on Coupons.com provides over 5,000 coupon codes, savings offers, rewards and special promotions for discounts from major online retailers.
For the period beginning November 26th through December 3rd, 4 of the top 10 offers are for discounts on clearance merchandise, for an additional savings of up to 80%. Other top offers include free gift card with purchase, as well as discounts on daily and weekly sale items.
Of the most popular 100 offers, only 1 is for free shipping, suggesting that this season’s shoppers are expecting deeper discounts beyond free shipping.
This actual shopping behavior varies slightly from recent survey results that found free shipping was more persuasive than a percentage off sale items as an incentive for consumers to make an online purchase. Specifically, this online survey, which was conducted by Harris Interactive in October and commissioned by Coupons.com, revealed the following when respondents were asked which incentives would be extremely or very likely to persuade them to make an online purchase:
Free Shipping: 44%
Percent Off Discount On Reduced Sale Items: 32%
Exclusive Online Offers, Not Available In-Store: 19%
Free Gift With Purchase: 17%
Rewards Points or Loyalty Club Membership Rewards: 16%
The survey revealed that the importance of incentives vary by gender. Specifically, the survey found that the following incentives are extremely likely to entice an online purchase.
Free Shipping: 50% 38%
Percentage Off Discount On Reduced Sale Items: 36% 38%
For the period November 26th through December 3rd, Home & Garden is the most popular category for coupon codes. Other top categories include Toys & Hobbies, Women’s Apparel & Shoes, and Electronics & Photo.
1. Home & Garden
2. Toys & Hobbies
3. Women’s Apparel & Shoes
4. Electronics & Photo
5. Gourmet & Grocery
6. Men’s Apparel & Shoes
7. Computers & Software
8. Baby & Maternity
9. Health & Beauty
10. Books, Music & Movies
For the first nine months of 2010, Women’s Apparel & Shoes is the most popular category for coupon codes. Other top categories include Home & Garden, Men’s Apparel & Shoes, Toys & Hobbies and Computers & Software.
1. Women’s Apparel & Shoes
2. Home & Garden
3. Men’s Apparel & Shoes
4. Toys & Hobbies
5. Computers & Software
6. Electronics & Photo
7. Baby & Maternity
8. Books, Music & Movies
9. Gourmet & Grocery
10. Auto & Travel
Additional survey results are available upon request.
About the Survey
This survey was conducted online within the United States by Harris Interactive on behalf of Coupons.com from October 25-27, 2010 among 2,041 online adults ages 18 and older. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Jenna Martin.