Coupons Rev Up for a Promising New Year

WE ARE EMBARKING on a new year which will bring many changes in business as well as the world we live in. Let’s consider the effects that may impact the coupon industry.

In 2025, the growth of digital coupons continued, but we experienced many concerns regarding the effect on consumers being unable to participate in that form of distribution. 

Another major change affecting our industry was the continued development of the new 8112 barcode. While still in the development stage, major accomplishments were seen. CVS became the first major retail chain to accept the new 8112 barcoded coupons. 

What makes them so special is that each coupon has a unique barcode. This will hopefully all but eliminate fraud as we know it today. There were other smaller independent and chain retailers that have also started accepting the 8112 coupons, but there is no doubt 2026 that will be a breakout year for the new coupon platform.

Higher retail prices usually dictate a greater need for more coupons to stretch the shopping experience. While we cannot foresee how the economy will be in 2026, I think we are safe in predicting that the need for more coupons is a “given.” 

With the decline in print newspaper readership resulting in the absence of Free-Standing Inserts (FSIs), consumers are looking for other coupon sources. While digital coupons have grown exponentially and account for a large portion of coupon savings in today’s retail arena, there are other distribution methods that consumers are turning to for their savings. Two options that are available and which we can expect to see growth in 2026 include:

Direct Mail

This method of coupon distribution has been used in the marketplace for many years and is expected to be a growing method in 2026. In addition to the mere distribution of coupons to consumers en masse, manufacturers will be able to target a specific audience. Direct mail also tends to create a great deal of consumer interest than coupons distributed in magazines, etc. It also acts as a great method of advertising.

In-Store Distribution

Distribution taking place in the store can be facilitated through various methods including IRC’s (Instant Redeemable Coupons), coupons handed out at in-store demos, via tear-pads, etc. Even the use of QR codes placed on advertisements in the aisle are prompting some consumers to download digital coupons while shopping. This method of distribution obviously has an impact on the consumer and provides savings on the product purchased.

In summary, in looking at 2026 we can be assured that consumers will continue to be cost-conscious and coupons will play a major role in their efforts. With that in mind, the various segments of the industry including manufacturers, retailers and distributors will be looking to introduce new programs to enable consumers to reach their financial goals.

Sandi Kleemann is president/CEO of RPR. For more information, visit www.rpr-coupons.com.