Discount and Promotion Statistics for 2026: Market Size, Consumer Behavior, and Regional Trends

In 2026, discounts and promotions have become central to retail strategy and consumer purchasing decisions. The global coupon market alone is valued at approximately $12.59 billion, reflecting a 19% increase from 2024, with projections to reach $42.91 billion by 2033. This growth underscores a fundamental shift: promotions are no longer optional marketing tactics - they are essential tools for driving volume, managing price elasticity, and meeting consumer expectations for value.

Consumers have become increasingly sophisticated in their approach to discounts. Nine out of ten consumers rely on coupons when shopping, and over 62% of U.S. consumers actively search for and use coupons, promo codes, and discounts during online purchases. Digital coupons have emerged as the dominant format, with 85% of global consumers using them during purchases and redemption rates up to 10 times higher than paper alternatives.

For retailers and brands, the promotional landscape in 2026 is characterized by precision over breadth. Average global discount rates have risen from 21% in 2024 to 25% in 2025, with significant regional variation. Leading companies are shifting from broad price moves to selective, elasticity-informed promotional strategies, integrating loyalty programs with personalized offers to maximize profitability rather than simply driving participation.

This article compiles over 60 discount and promotion statistics relevant for 2026, organized across eight thematic sections. These figures are drawn from primary research, institutional studies, and industry reports published within the last two years, providing a comprehensive reference for understanding the current state and trajectory of promotional marketing.

Scope and Methodology

Includes only publicly available discount and promotion statistics relevant for 2026.
Based on the latest figures published within the last two years.
Sources include primary research, first-party platform data, institutional studies, and industry reports.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Discount and Promotion Statistics for 2026

The global coupon market is valued at approximately $12.59 billion in 2026, representing a 19% increase from $8.87 billion in 2024.
The coupon market is projected to reach $42.91 billion by 2033, with a compound annual growth rate of 19.16% from 2024 to 2033.
90% of customers rely on coupons when shopping.
85% of global consumers use digital coupons during purchases.
The average global discount rate rose from 21% in 2024 to 25% in 2025.
Digital coupons have redemption rates up to 10 times higher than paper coupons.
70% of consumers actively search for coupons and discounts through their smartphones.
57% of shoppers prefer digital coupons over paper ones.
67% of consumers favor “percentage off” deals as their preferred coupon format.
62% of U.S. consumers actively search for and use coupons, promo codes, and discounts during online shopping.
Global advertising spend is forecast to grow by 5.1% in 2026, surpassing $1 trillion for the first time.
Retail media is the fastest growing digital advertising channel with 14.1% growth expected in 2026.

Market Size and Growth Statistics

The global coupon market is valued at approximately $12.59 billion in 2026.
The coupon market grew from $8.87 billion in 2024 to $10.57 billion in 2025, representing a 19% year-over-year increase.
The coupon market is projected to reach $15.01 billion in 2027, based on a 19.16% compound annual growth rate.
The coupon market is projected to reach $21.32 billion in 2029.
The coupon market is projected to reach $30.22 billion in 2031.
The coupon market is projected to reach $42.91 billion by 2033.
Global advertising spend is forecast to grow by 5.1% in 2026, reaching over $1 trillion for the first time.
Digital advertising spend is forecast to grow by 6.7% in 2026, representing 68.7% of total advertising investment.
Retail media is the fastest growing digital advertising channel with 14.1% growth expected in 2026.
Online video advertising is forecast to grow by 11.5% in 2026.
Social media advertising is forecast to grow by 11.4% in 2026.

Consumer Adoption and Usage Statistics

90% of customers rely on coupons when shopping.
85% of global consumers use digital coupons during purchases.
70% of consumers actively search for coupons and discounts through their smartphones.
62% of U.S. consumers actively search for and use coupons, promo codes, and discounts during online shopping.
Over 6 in 10 Americans use promo codes and deals during online purchases.
57% of shoppers prefer digital coupons over paper ones.
68% of shoppers find digital coupons more convenient than paper coupons.
66% of consumers in Europe use digital coupons during their purchases.
34% of consumers spend 5–10 minutes searching for coupons online.
7% of digital coupons are redeemed on average while shopping.
Digital coupons have redemption rates up to 10 times higher than paper coupons.

Discount Rate and Pricing Statistics

The average global discount rate rose from 21% in 2024 to 25% in 2025.
The average discount rate in EMEA was 24% in 2025.
The average discount rate in AMER was 35% in 2025.
The average discount rate in APAC was 18% in 2025.
Price elasticity is rising across consumer goods categories.

Consumer Preference and Behavior Statistics

67% of consumers favor “percentage off” deals as their preferred coupon format.
41.9% of consumers use coupons 30–50% of the time, based on 2026 data.
93.8% of consumers use coupons at least occasionally, based on 2026 data.
26% of consumers use coupons 10–30% of the time.
14% of consumers use coupons less than 10% of the time.
Consumers in France are most likely to report they will spend less in 2026, with a net spending decline of 33 percentage points.
British consumers report some of the highest levels of “experience fatigue” and are willing to cut back on restaurants or retail if offerings feel overpriced.
U.S. consumers are scaling back across eating and drinking out, discretionary retail, travel, and fitness categories, prioritizing saving any extra money.
Consumers in China face a projected 8 percentage point net reduction in spending for 2026.
Consumers in the Middle East, including Saudi Arabia and the United Arab Emirates, anticipate a 5 percentage point net spend increase in 2026, the highest globally.

Regional Market Share Statistics

North America leads the global coupon market with 34% of market share.
Asia-Pacific holds 29% of the global coupon market share.
Europe contributes 27% to the global coupon market share.
The Middle East and Africa claim 10% of the global coupon market share.
More than 66% of consumers in Europe use digital coupons during their purchases.
More than 51% of retailers in Europe use QR-based discount systems to attract new consumers.
The Americas region is forecast to grow by 5.2% in 2026, reaching $460.5 billion in advertising spend.
The United States is expected to see advertising spend rise by 5.0% in 2026.
Brazil is forecast to grow by 9.1% in 2026, the fastest among major markets in the Americas.
Canada is projected to grow by 5.4% in 2026.
Asia Pacific is forecast to grow by 5.4% in 2026, remaining the most dynamic region.
China is forecast to rise by 6.1% in 2026.
India is forecast to grow by 8.6% in 2026, driven by major sporting events and rapid digital expansion.
EMEA is projected to grow by 4.2% in 2026.
The United Kingdom is leading EMEA with 5.7% growth expected in 2026.

Promotional Strategy and Loyalty Statistics

In 2026, brands are moving away from treating newsletters and blanket offers as retention strategies on their own.
More brands in 2026 are adopting a holistic incentives marketing approach, uniting loyalty program management and personalized promotions into a single strategy.
Leading brands such as Sephora, Adidas, and ASOS are “firewalling” discounts behind loyalty programs, turning incentives into a deliberate value exchange.
Promotional marketing in 2026 is focused on participation, measurable outcomes, and shared risk rather than impressions alone.
Leading companies are shifting from broad price moves to selective, elasticity-informed pricing strategies.
Retailers are evaluating category growth, not just unit economics, when determining promotional strategies.
Companies are strengthening price pack architecture to defend volume in 2026.
Companies are using innovation and renovation to justify price rather than relying on cost pass through.
Rakuten is the top global coupon site with 12.39% of visits.

Digital Advertising and Promotional Channel Statistics

Digital advertising spend is forecast to grow by 6.7% in 2026, representing 68.7% of total advertising investment.
Retail media is the fastest growing digital advertising channel with 14.1% growth expected in 2026.
Online video advertising is forecast to grow by 11.5% in 2026.
Social media advertising is forecast to grow by 11.4% in 2026.
Programmatic advertising is expected to account for more than four-fifths of digital investment in 2026.

References

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