The other day, I sent my dear husband to purchase a Sunday newspaper at the store. I usually pick up the paper before or after church, but this particular Sunday, I had waited until the evening to send him.
I was surprised to learn that he had to drive to three stores to find one that still had a Sunday paper to sell—until he told me that the woman in line before him was buying four papers. Then it struck me. All the Sunday papers were sold out because serious coupon users often buy multiple copies of the Sunday paper for the coupons.
Coupons are popular. A recent study by Valassis Shopper Marketing found that 40% of their survey respondents reported that their coupon usage had increased during the past year. While more than half of these coupon clippers still use printed coupons from newspapers (52%) and mailers (51%), those who prefer digital coupon delivery has grown 6% since 2012.
Publishers and authors can make use of this information. Many readers are bargain shoppers. They are much more likely to engage in making a purchase when a special is offered. One way to offer specials is through coupons. Coupons can be sent via snail mail, email, or even offered over social media.
When running a promotional campaign for your book, be sure to build in some special offers and include a coupon offer. Make sure that you put an expiration date on your coupon. This gives the buyer a greater sense of urgency to act now to get the special deal.
I encourage you to take advantage of the increased coupon use trend in America to sell more of your books.