Everyone loves a bargain and during the holiday season, searches for coupons and discount codes are always commonplace as shoppers quickly check for promotions from specific retailers before making a purchase (e.g. jcpenney coupons, proflowers coupon free shipping). Searches increased throughout the holiday season beginning in October and culminated during the week ending Dec 18, 2010, which coincides with the majority of shipping deadlines. During that week, searches to a portfolio of over 3000 search terms for retailer coupons and codes were up 13% as compared to the same week from the previous year.

There is a quote from Mark Cuban that says ‘Being a smart shopper is the first step to getting rich.’ I would further qualify that ‘by being a smart shopper, you can also stay rich’, which is the case with many of the shoppers seeking out coupons during the holiday season. Through a custom analysis of the demographics of the searchers for retail coupons, we identified that 59% earn between $60k and over. Additionally, when we compare the searchers against the online population, the representative index or likelihood to search for retailer coupons steadily increases with household income.


For additional evidence of the affluent audience seeking out coupons, we also identified the searchers by Mosaic Groups, which highlights that nearly 43% of visits came from the Affluent Suburbia and Upscale America segments. These two segments, along with Aspiring Contemporaries also over-indexed against the online population for retail coupon and discount code searches during the holiday season.


For additional insights about the 2010 Online Holiday Season, please request a copy of the Holiday Retail webinar.