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The Coupon Renaissance

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document PR Report - Coupon Culture.pdf 341
The Coupon Renaissance

In 1888 a fledgling company distributed what is believed to be the first ever discount coupon, offering a free sample of its product to American consumers. Between 1894 and 1913 an estimated one in nine Americans had taken the company up on its offer, enjoying a free taste of a new soda by the name of Coca-Cola. Discount coupons have been used as a marketing device ever since, although popularity has waxed and waned. Evidence points to coupon usage lying somewhat dormant over the last 20 years. But today's consumers have shaken the technique awake. Indeed - coupon usage is up 14.7%1 since the 2008 recession.

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