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Valassis Research Highlights Fathers' Zeal for Savings
[June 13, 2018]

Valassis Research Highlights Fathers' Zeal for Savings


In advance of Father's Day, Valassis, a leader in activating consumers through intelligent media delivery, today released new research stemming from its 2K18 Coupon Intelligence Report revealing how modern dads shop for consumer packaged goods items.

The study highlights the importance of coupons and deals to fathers, with 93 percent searching for coupons online prior to shopping, compared to 81 percent of all consumers. Interestingly, dads are even more deal conscious than moms, when it comes to using savings apps. Savings apps, like RetailMeNot, appeal to this audience. The survey found that 80 percent use a coupon app and 72 percent use a deal comparison app, versus 61 percent and 47 percent of moms, respectively. And, while shopping in-store, 89 percent will switch brands based on a discount notification received on a mobile device - versus 63 percent of all consumers - and 91 percent search for discounts on a mobile device.

When it comes to researching and planning, over two-thirds of fathers (68 percent) have a set planning routine before shopping. According to Valassis' findings, 63 percent of dads research product ratings and reviews before making a purchase and 72 percent use a shopping list app, as opposed to 43 percent and 36 percent of all consumers, respectively. Even more (82 percent) look at a record of their shopping history with retailers online, compared to 53 percent of all consumers.

Dads seek out both print and digital coupons: 63 percent prefer to download them from the internet to their shopper/loyalty card; 61 percent via the mail or mobile device; and 58 percent look to a newspaper coupon book.

"A lot of marketplace attention is put on mothers as the household shopper and saver, but fathers are an equally important target audience," said Curtis Tingle, Chief Marketing Officer, Valassis. "Dads want a ood deal just as much as moms, and are willing to do the research in order to get one. With these insights, marketers can better understand how and when to influence dads in the shopper journey - both online or in-store."



Additional takeaways from Valassis' research include:

  • While dads value savings, almost two-thirds say convenience is a top priority as well. Sixty-three percent value convenience and saving time over saving money, versus 42 percent of moms and 35 percent of all consumers.
  • Dads shop local and organic. Sixty-five percent try to shop at local, neighborhood stores (vs. 55 percent of all consumers), and 55 percent try to buy only (or mostly) organic and natural products versus 33 percent of all consumers.
  • Dads share their experience with others. Compared to 62 percent of all consumers that share brand reviews and savings with friends and family after purchases, 86 percent of dads do so.

For more findings on today's modern shoppers, download the full 2K18 Valassis Coupon Intelligence Report.


Capitalize on savings when buying gifts with RetailMeNot's Father's Day deals.

About the Study

The study was fielded in the third quarter of 2017 in conjunction with a global, third-party market research firm with proficiency in internet surveys. The sample was derived from an online consumer opinion panel, and all participants were at least 18 years of age and living in the contiguous United States. Consumers were emailed an invitation to participate in the survey and were given three days to complete it. The survey was closed once 1,000 completed responses had been reached. The responses were weighted by factors obtained from national census data to provide appropriate representations of demographic groups at summary levels.

About Valassis

Valassis helps thousands of local and national brands tap the potential of industry-leading data through intelligent media delivery - understanding, engaging and inspiring millions of consumers to action with smarter cross-channel campaigns. We've been a part of consumers' lives for decades, introducing new ways to deliver offers and messages that activate them - whether via mail, digital, in-store or the newspaper. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RetailMeNot Everyday™ is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their familiesValassis and RetailMeNot are wholly owned subsidiaries of Harland Clarke Holdings.


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