Shoppers Use Digital Coupons for Five Basic Products

By Jack Grant

Digital coupons are on the rise. Ninety-two percent of parents and 88 percent of millennials say they rely on digital offers to save money, according to the 2K18 Valassis Coupon Intelligence Report.

But which top products are purchased by shoppers using digital coupons? That’s a question that Quotient Technology wanted answered.
Mountain View, Calif.-based Quotient is a provider of digital coupons via apps and websites of leading retailers across the country as well as on, its own popular savings app. More than 70 million shoppers are registered to digital savings programs powered by Quotient.

The most-selected digital coupons so far this year largely were for products that deal with cleanliness. The products were selected from coupon data analyzed from as well as Quotient’s retailer network across the country.

Here is a detailed look at the products:

Laundry Detergent – Laundry detergent took the No. 1 spot, with shoppers selecting 92 million digital coupons worth almost $261 million in savings. The state doing the most washes – or where consumers are shrewdest when it comes to their spending was Texas. Lone Star shoppers selected over 8.4 million digital coupons for detergent. The runner-up was Northern Carolina where shoppers chose 7.3 million such coupons.

Hair Conditioner – Shoppers went for hair conditioner coupons at a brisk pace, selecting 42.2 million coupons so far this year, and making the product the second most popular among savvy shoppers. Total savings delivered: about $192 million. Texas loves big hair, and shoppers there love conditioned hair as well. Texas again took the top spot with 4.3 million conditioner coupons selected, followed by California with 3.7 million.

Bathroom Tissue – Bathroom tissue took the third spot with 42.2 million coupons selected worth more than $81 million. Texans selected more than 3.2 million digital TP coupons, followed by Virginia, where shoppers selected just under 3.2 million such coupons.

Anti-Perspirant – Anti-perspirant ranked fourth overall, with 35.7 million coupons selected at a total value of $82 million. California earned the top ranking for this one, selecting 3.1 million deodorant coupons, followed by Virginia with 2.6 million coupons selected.

Cereal – Savvy shoppers understand the value of breakfast. They grabbed 33.6 million digital coupons worth $77 million in delivered savings. Californians ate their way to the top spot again, choosing 5.3 million coupons, while Virginians continued their number two winning streak by selecting 2.1 million coupons.

The following states used the most coupons per person since the beginning of the year:

  • Mississippi (12 digital coupons per person)
  • Virginia (12 digital coupons per person)
  • Rhode Island (11 digital coupons per person)
  • Maryland (9 digital coupons per person)
  • Alabama (9 digital coupons per person).

Most Americans are scrolling through their favorite digital coupon apps on Sunday between 8 a.m. and 11 a.m. to be precise.

“Let’s face it, saving money is on everyone’s mind and coupons are one of the best ways to save hundreds of dollars on much needed items throughout the year,” said Jeanette Pavini, savings expert with “Digital coupons are the most efficient and easiest way to save, and with a smartphone you have access to them 24/7.”

                                               Early November 2018
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