UK shoppers call for coupons they can hold – not just tap

New research* from Catalina UK, a leader in shopper intelligence, reveals that in a world dominated by digital-first marketing, physical formats continue to be the nation’s preferred channel for receiving food and grocery offers.

Printed coupons at the till are now the top-ranked way to receive offers for 1 in 3 UK shoppers – up from just 1 in 4 in 2022.

This puts coupons at the till ahead of app-based coupons, which have also grown in usage but remain preferred by only 1 in 4. 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 say 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.

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, added:
“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.

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.