New research from shopper intelligence firm Catalina UK reveals that in a world dominated by digital-first marketing, consumers prefer physical formats when receiving food and grocery offers.
Printed coupons at the till are now the top-ranked way to receive offers for one in three UK shoppers – up from one in four in 2022. This puts coupons at the till ahead of app-based coupons, which have also grown in usage but remain preferred by only one in four.
Sainsbury’s shoppers show the highest engagement, with Aldi and Iceland shoppers close behind, despite neither retailer currently offering them in-store.
While some UK supermarkets continue to offer personalised, in-store coupons, many have shifted focus to digital channels. Yet 50% of shoppers surveyed said they don’t receive enough print offers; a sentiment shared across all age groups. In fact, Gen Z is the group most likely to feel overwhelmed by digital (35%) and least likely to want more of it (only 29%), indicating a saturation point and a need for balance.
Key findings
- 32% of UK shoppers cite paper coupons at till as their number 1 choice.
- Only 24% prefer app-based offers.
- 65% of those who prefer paper coupons actively look forward to receiving them, rising to 73% for Morrisons and 71% for Sainsbury’s shoppers.
- 74% are more likely to visit a supermarket offering personalised promotions.
- 69% would try a new product if given a tailored offer.
The study suggests that blending digital scale with the emotional impact of physical touchpoints is increasingly proving key to building deeper loyalty and unlocking incremental spend.
Huma Khan, country leader at Catalina UK, commented: “I’ve never believed in being solution-led. Too many brands and retailers rush toward the next shiny thing, but ‘digital-first’ shouldn’t be the default, as it doesn’t work for every objective. Nor should it be ‘paper-first’. It should always be shopper-first: meeting people where they are, not where we want them to be.
“When you give shoppers something that feels relevant, useful, and personal, regardless of channel – it lands. In today’s crowded, always-on landscape, a well-timed coupon can be a powerful moment of recognition. That’s when true loyalty begins – not by being reached, but by being understood.”
At a time when delivering value has never been more important, Catalina’s research uncovers a powerful insight: shoppers aren’t just seeking lower prices; they want personalised savings that feel tangible, timely, and rewarding. With 74% of UK shoppers saying they’re more likely to return to a supermarket offering tailored promotions, the opportunity for loyalty is clear – but only if the offers reach everyone.
Catalina highlighted that digital solutions rely on opt-in, app downloads, and logins, limiting reach. In contrast, printed coupons at the till can reach 100% of in-store shoppers, offering a rare opportunity to deliver personalised value at scale, right at the moment of decision.
For shoppers who prefer paper, the benefits are clear:
- 45% say paper coupons are more convenient at checkout.
- 48% appreciate having a physical reminder.
- 29% forget to use digital coupons due to “out of sight, out of mind”.
And when it comes to effectiveness, colourful print outperforms plain black and white as it is considered to be:
- 12x more noticeable at the till.
- 10x more likely to be redeemed.
- 5x more likely to signal “best offer available”.
- 3x less likely to be misplaced.
Contrary to common assumptions, Catalina noted that these preferences are not driven by older shoppers. Gen Z respondents now show a higher preference for paper coupons at the till (30%) than app-based offers (23%), a notable rise since 2022.
Interestingly, Iceland shoppers showed the strongest demand for more paper coupons, with 56% saying they receive far too few. The same demand was echoed by value-conscious Aldi and Lidl shoppers, despite these retailers not offering till-based coupons – highlighting the disconnect between shopper needs and channel delivery.
Catalina stated that retailers who continue to invest in printed, personalised coupons see measurable results.
Mark Given, chief marketing, data & sustainability officer at Sainsbury’s, is quoted as saying: “For over 15 years, Catalina’s in-store coupon-at-till has shaped how we deliver personalised value to customers. It’s helped us drive incremental sales, enhance customer loyalty, and improve marketing performance. Our customers truly appreciate the value they receive from these in-store coupons.”
NAM Implications:
- Physical coupon-in-purse memorability is probably preferable to digital at the checkout, where it matters.
- Being retail, a ‘try it and see’ approach should prove the value of ‘physical vs digital’ when it comes to paying…
