In Celebration of National Coupon Month Reports Top Coupon Categories for 2012

Household Cleaning Supplies Fights To Keep Its First Place Title But Cereal Reclaims Top Spot

Mountain View, Calif. – September 5, 2012 – Honoring September’s National Coupon Month, Incorporated, the recognized leader in digital coupons, including online printable, social, mobile and loyalty card promotions, today released the top coupon categories for 2012 . The company also released the top mobile and fastest rising categories of the year. Cereal took home the number one ranking as the year’s most popular coupon category and held the top spot in mobile, too; Automotive revved up as the category that’s rising the fastest in popularity over the year prior.

“National Coupon Month is a great opportunity to celebrate how much Americans like to stretch their hard earned dollars,” said Jeanette Pavini, Household Savings Expert. “Consumers are clamoring for savings more than ever, with 2011 representing the highest number of coupons ever redeemed. And, while our lists show that consumers are using coupons the most for saving on traditional grocery items, they are increasingly looking to save money for other items like automotive, apparel, toys, and home entertainment.”

Cereal Reigns Supreme

Ready-to-Eat Cereal was the most popular coupon category in 2012, taking back the title from Household Cleaning Supplies, which topped the list at this time last year. Household cleaners continued to outpace all other categories by a significant margin for the first six months of the year until Cereal made a quick jump up the charts in July and August to reclaim the overall top spot.

Food items Yogurt, Butter & Margarine, Dinner Meats and Cheese made the list at numbers three, four, seven and eight, respectively.

Top Coupons Categories – January 1–August 31, 2012

1. Ready–to-Eat Cereal
2. Household Cleaning Supplies
3. Yogurt
4. Butter & Margarine
5. Adult Vitamins
6. Baby Diapers
7. Dinner Meats
8. Cheese
10. Hand & Body Lotion
11. Sweet Snacks

Top Mobile Coupon Categories

Consumers continue to increase their use of mobile devices to access, browse, print and save coupons. As measured by consumer interaction with’s Grocery iQ and mobile apps, mobile users did gravitate towards the most popular coupon categories, but more mobile couponers were seeking out softness with their savings on Hand & Body Lotion, which ranks sixth on the Mobile list and ninth on the overall list. Mobile users also liked saving on Fruit Juice, which ranked eighth on the Mobile list but didn’t crack the Top Ten on the overall list.

Mobile Top Categories – January 1-August 31, 2012

1. Ready- to-Eat Cereal
2. Household Cleaning Supplies
3. Yogurt
4. Baby Diapers
5. Butter & Margarine
6. Hand & Body Lotion
7. Adult Vitamins
8. Fruit Juice
9. Cheese
10. Sweet Snacks

Fastest Rising Categories

While coupon usage remains highest for grocery items, popularity is increasing among many non-grocery categories. The categories that showed the biggest increase in coupon usage for 2012 include automotive, apparel, toys & games, and home entertainment. 2012 has also seen a rise in coupon usage for flowers and gifts and personal care items, and those categories are expected to continue to increase through the remainder of the year.

Fastest Rising Categories – January 1-August 31, 2012

1. Automotive
2. Baby & Toddler
3. Apparel
4. Toys & Games
5. Home Entertainment

About Incorporated Incorporated is the recognized leader in digital coupons, including online printable, save to loyalty card and mobile promotions. For consumers, the company’s products include, the 43rd largest website in the U.S. (†), as well as Grocery iQ and mobile applications. For brand marketers, the company distributes digital coupons to millions of consumers through and tens of thousands of websites comprising the digital coupon network. The company also powers digital coupon initiatives in 1-to-1 online marketing campaigns—including display advertising, email and social media programs. For publishers, the company offers solutions to monetize website traffic, including branded microsites, and Brandcaster, a self-service coupons syndication platform. Clients include hundreds of top consumer packaged goods brands (including Clorox, General Mills, Johnson & Johnson, Kellogg’s, Kimberly-Clark, and Kraft Foods), leading restaurant, toy and entertainment companies, as well as top retailers (such as A&P, CVS, Duane Reade, H-E-B, Kmart, Kroger, Safeway and Walgreens). Founded in 1998, the company is based in Mountain View, CA. To start printing coupons, visit To learn more about the company visit Visit on Facebook at

† Nielsen, June 2012