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Study: Coupons still play key roles in purchase choices

From eMarketer

Consumers are always on the lookout for a good deal.

In fact, in a March 2018 survey from Valassis, in conjunction with The NPD Group, many mentioned looking for coupons during different stages of the shopping process, whether it was something they planned to buy (42%), something they actually didn't intend to purchase (26%) or even a coupon that "planted a seed" in them to shop (25%).

So it's not surprising that seeing a retailer's print or online ad encourages potential purchases. Some 44% of internet users said it does, with millennial and millennial parents surveyed more likely to feel this way. 

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