New research from Catalina UK, a leader in shopper intelligence, has revealed that printed coupons remain the nation’s favourite way to receive food and grocery offers – despite the dominance of digital-first marketing strategies.
The findings show that one in three UK shoppers (32 per cent) now rank coupons-at-till as their number one choice, up from one in four in 2022. This preference puts paper coupons ahead of app-based offers, which, while growing in popularity, remain the top choice for only one in four shoppers.
Sainsbury’s customers show the highest engagement with paper coupons, followed closely by Aldi and Iceland shoppers, even though neither of the latter currently provides them in-store.
Shopper Sentiment: Value Beyond Discounts
Catalina’s research highlights that while price matters, shoppers are increasingly seeking savings that feel personal, tangible, and rewarding.
Half of UK shoppers (50 per cent) say they do not receive enough print offers, with the sentiment consistent across all age groups. Surprisingly, it is Gen Z – often assumed to be the most digital-driven cohort – that reports feeling most overwhelmed by digital marketing (35 per cent), with only 29 per cent wanting more of it.
For many, physical coupons cut through the noise. Nearly two-thirds (65 per cent) of paper coupon fans say they actively look forward to receiving them, a figure rising to 73 per cent among Morrisons shoppers and 71 per cent for those at Sainsbury’s.
Meanwhile, 74 per cent of UK shoppers say they are more likely to visit a supermarket offering tailored promotions, and 69 per cent would try a new product if given a personalised offer.
Why Print Still Works
Paper coupons bring unique benefits that digital formats struggle to replicate.
Almost half (45 per cent) of shoppers say they are more convenient at checkout, while 48 per cent appreciate having a physical reminder. By contrast, 29 per cent of consumers admit they forget to use digital coupons due to the “out of sight, out of mind” factor.
When it comes to impact, colourful print significantly outperforms plain black-and-white designs.
Research shows they are 12 times more noticeable at the till, 10 times more likely to be redeemed, five times more likely to signal the “best offer available”, and three times less likely to be misplaced.
Gen Z: Leading the Paper Preference
Contrary to popular belief, it is not just older generations keeping paper coupons alive. Gen Z shoppers now demonstrate a stronger preference for paper coupons at the till (30 per cent) compared to app-based offers (23 per cent) – a notable rise since 2022.
Demand for more paper-based offers is particularly strong among value-conscious shoppers.
At Iceland, 56 per cent of respondents said they received far too few coupons, with Aldi and Lidl shoppers expressing similar frustrations, despite both retailers not offering till-based coupons at present.
Retailers Reap the Rewards
Retailers who invest in printed, personalised promotions are already seeing tangible results.
For Sainsbury’s, in-store coupons have been a cornerstone of customer engagement for more than 15 years. Its Chief Marketing, Data & Sustainability Officer praised Catalina’s coupon-at-till solution for helping to drive incremental sales, enhance loyalty, and improve overall marketing performance.
Catalina UK has been a pioneer in targeted, in-store promotions for over four decades, long before personalisation became a buzzword. Today, the company combines real-time behavioural insights with omnichannel data to deliver tailored relevance – whether through digital platforms or physical print.
A Shopper-First Future
Catalina UK’s country leader summed up the insight with a clear message: “Too many brands rush toward the next shiny thing. ‘Digital-first’ shouldn’t be the default, but nor should it be ‘paper-first’. It should always be shopper-first – meeting people where they are, not where businesses want them to be.”
At a time when consumers are more value-conscious than ever, the lesson for retailers is clear: loyalty isn’t built through reach alone but through recognition and relevance.
Whether delivered through an app or handed over at the till, a well-timed, personalised offer can be the difference between a customer browsing and a customer returning.
