The Italian couponing market continues to boom. Over 2025 million discount coupons were distributed in the first six months of 115, a 6,8% increase compared to the same period in 2024. This is what emerges from the latest Savi Observatory on the couponing market, which also shows solid growth in terms of value: 182 million euros (+12%), with an average value per coupon rising to 1,58 euros (+5,3%).
The sector is particularly benefiting from the digital push: dematerialized coupons now represent 18% of cash transactions and are used by 70% of partner companies. Redemption of these instruments is also growing, averaging 23%, slightly higher than last year's 22%.
Even more traditional channels remain effective. "Instant on-pack" coupons, placed directly on products, recorded a 78% redemption rate, a significant improvement from the 72% recorded in the first half of 2024. According to Savi, the combination of old and new media offers a strategic opportunity to activate consumers and accurately measure the effectiveness of promotions.
"The integration of retail media and digital coupons represents the new frontier of promotional marketing," comments Angelo Tosoni, Managing Director of Savi Italia. "The goal is twofold: to help families control spending and to provide companies with measurable and sustainable tools to plan their promotional activities."
