Dive Brief:
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On average, major retailers give out slightly more than one coupon a week, according to research by online coupon site DealScience.com conduced for business news site MarketWatch. DealScience looked at more than 3,000 brands.
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It included retailers like Best Buy and BigLots that rarely release coupons for anything in the store or free shipping, and others that regularly promote such deals each month. Most retailers give promotions for inventory in limited categories and the most frequent discount is 20% off.
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But some retailers, including Sears, Macy’s, Sally Beauty Supply, Gap, and jewelry.com, send out multiple coupons several times a week, according to the report. Their customers would be foolish to ever pay full price, according to NerdWallet.com senior retail analyst Matthew Ong.
Dive Insight:
“Specials” aren’t so special if they happen all the time. This MarketWatch report picks up on frequent coupon releases by five retailers, but constant sales and deals are rampant in retail. The “last chance!” email has become a sort of “boy who cried wolf” of retail. Consumers are likely to doubt that they won’t have another chance for savings at retailers constantly trying to woo them with everyday “special” prices.
