Market Overview

Valassis Purse String Survey: What Value-seekers Want


Brick-and-Mortar Stores Still a Destination for Savings

a leader in activating consumers through intelligent media delivery,
today shares key insights from its 2018 Purse String Survey, ahead of
National Coupon Month in September. Based on a survey of more than 6,200
value-seeking consumers, the results show a fervent desire for coupons
and deals – even if it means making a trip to a physical store.

When shopping for apparel, shoes and accessories, 96 percent of
value-seeking consumers currently shop in-store. Of those, 77 percent
plan to shop in-store just as much in the next year, and 15 percent plan
to do so more. The top reasons cited for shopping at a physical store
instead of online include being able to see or touch an item in person
(70 percent); the immediate need for an item (66 percent); and ability
to use more coupons and offers in-store vs. online (65 percent).

The top three categories of interest for savings are groceries (93
percent); dining out/restaurants (68 percent); and healthcare items (62
percent). Non-traditional categories of interest for coupons and deals
include travel (33 percent) and prescription drugs (20 percent).
Consumers are looking to save on medications, and offerings such as RetailMeNot
are helping them compare prescription prices at local

"Understanding what consumers want ‘right now' is crucial for a
successful marketing campaign," said Curtis Tingle, Chief Marketing
Officer, Valassis
. "Shoppers have more options of how, when and
where to shop than ever before. The retail landscape is forever changed
and will continue to evolve as online retailers explore a presence in
brick-and-mortar stores. The 2018 Valassis Purse String Survey aims to
help brands and retailers better understand value-seeking consumers'
wants and needs to activate them."

According to the Valassis survey, virtual assistants are expected to
play a role in how consumers save as the technology's popularity
increases. While voice-activated shopping is still relatively new,
there's an interest in utilizing it for savings opportunities. Of the 21
percent of respondents that own an in-home voice assistant device or
smart speaker, 32 percent are interested in receiving coupons and
discounts through those devices. This percentage is even higher among
millennials (48 percent) and parents (42 percent).

The research continues to support the need for cross-channel campaigns,
as they are more likely to inspire a purchase:

  • 81 percent of respondents like brands to communicate coupons and
    offers in both print and online so they don't miss savings.
  • 74 percent said seeing an offer in both print and online captures
    their attention.
  • 60 percent expressed that seeing an offer in both print and online
    makes them more likely to make a purchase.

For more insights from the survey, check out our infographic.

About the 2018 Valassis Purse String Survey

The survey was fielded on from May 15 through June 15, 2018.
Findings are based on responses from 6,279 value-seeking consumers. This
consumer survey has been conducted 10 times since 2008 with a focus on
shopping and savings behaviors across a variety of product categories.

About Valassis

Valassis helps
thousands of local and national brands tap the potential of
industry-leading data through intelligent media delivery –
understanding, engaging and inspiring millions of consumers to action
with smarter cross-channel campaigns. We've been a part of consumers'
lives for decades, introducing new ways to deliver offers and messages
that activate them — whether via mail, digital, in-store or the
newspaper. NCH Marketing Services, Inc. and Clipper Magazine are
Valassis subsidiaries, and RetailMeNot Everyday™ is its consumer brand.
Its signature Have You Seen Me?® program delivers hope to
missing children and their familiesValassis and RetailMeNot are
wholly owned subsidiaries of Harland
Clarke Holdings

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