Coupons becoming a way of life for American consumers

More shoppers are using coupons even as the economy improves, adopting a "forever frugal mindset," according to Livonia marketing firm Valassis Communications Inc.

Consumers redeemed $4.6 billion in coupons last year, 12.2 percent more than the year before, according to the report released late this week by NCH Marketing Services Inc., a Valassis company.

Eight in 10 shoppers said they used coupons regularly, the company said. Nine in 10 said they plan their shopping list with coupons.

"Consumer shopping behavior has been forever impacted by the slow economic recovery as savings habits have become a way of life," said Suzie Brown, Valassis executive vice president of sales and marketing.

Valassis and consumer packaged goods manufacturers are betting that this "forever frugal" customer is likely to continue seeking deals even after the economy is on solid footing, said Curtis Tingle, senior vice president of strategic demand and development at Valassis. Awareness of coupons and the money they can save on a shopping trip has risen sharply during the past five years and has shown no signs of abating, he said.

Valassis is a direct marketing firm that distributes coupons in publications and online. The company got a boost during the recession when consumers turned to coupons.

Manufacturers will continue to be strategic in offering coupons, Brown said. They distributed 305 billion coupons last year, up 7 percent since 2007. But 2011's total was an 8.1 percent drop from a record-setting year in 2010.

The average face value of coupons held steady at $1.54, the survey said.

jtrop@detnews.com

(313) 222-2575