More than one in five Americans uncomfortable using coupons at the grocery

TORONTO — More than one in five U.S. consumers, 22 percent to be precise, admit they are self-conscious about redeeming coupons at the grocery store, according to nationwide research released this week by North American research firm ICOM Information & Communications LP.

However, hard economic times of the past six months look to be easing shoppers' inhibitions about coupon clipping. Nearly 57 percent of ICOM survey respondents that admitted they were self-conscious about redeeming coupons at the grocery store said that they now no longer care as long as they are saving money.

Apprehension tied to using coupons in the checkout line is also waning in key demographic segments. Of the consumers 35 years and younger, 26 percent said that they have reduced inhibitions about coupon usage in the past six months. Nearly 20 percent in this demographic said they used to be self-conscious but are no longer because of the economic benefit and six percent said that they are less self-conscious.

Almost 23 percent of respondents that have suffered a direct financial loss have become less self-conscious about redeeming coupons at the register.

"In a down economy even the most stubborn consumers are receptive to money saving offers," said Mark Hertenstein, ICOM client services vice president. "This is a perfect time for brands to engage desirable consumer segments with offers that appeal to their frugal mindset."  

In another significant finding, 43 percent of shoppers say that they've used more coupons in the past six months. This data comes as a follow up to ICOM's April 2008 survey that asked consumers if they were likely to use more or less coupons in the event of economic downturn. According to that survey, 67 percent of consumers planned more coupon use in a recession.

Broken down by age, 57 percent of consumers 35 years and younger admitted to using more coupons in the past six months. That compares to 40 percent of those 35-54 years old, 36 percent of those 55-64 years old and 25 percent of those 65 and older that answered the same.

"Consumers are clearly doing what they said they were going to do in regards to using more coupons. This is valuable to marketers looking to plan for the future. If you pay attention to what's happening in the world, and listen to your consumer, it's easier to stay a step ahead," said Hertenstein.