Digital CPG Blog

The recession was good for one industry – coupon clipping. And while the newspaper industry can thank the deals for holding off their eventual defeat, the part of the industry that is really seeing growth in coupons is the digital side.

“Newspaper inserts still prevail,” reports AdAge, “but as a younger generation gets hooked on print coupons, they’ll likely be ones that arrive in the mail or from their own printers. And that doesn’t even factor in the harder-to-quantify growth of mobile coupons, which don’t go through clearinghouses.”

And that means there’s a lot of opportunity for internet coupons, which still only account for 1% of the distribution.

“I think we’re seeing this whole recession really helped us pick up those millennials who were not as focused on money management and savings and now have entered the marketplace with a real savings mentality,” said Suzie Brown, chief marketing officer of Valassis.

How is your brand responding? Will you offer deep discounts to lure Gen Y attention and loyalty?