Consumers more sophisticated about discount vouchers

Consumers’ appetite for discount vouchers has soared in the past year and online searches for such promotions have increased by 47.5%, according to online trend analyst Hitwise.


A glut of online vouchers emerged in the run up to Christmas last year but in the following months consumers and retailers have become more sophisticated in the way they look for and use vouchers.

Robin Goad, director of research for Hitwise in the UK, says: “We are seeing the emergence of the ‘maximising consumer’; these shoppers don’t necessarily buy the cheapest products or services, but they do spend a lot of time researching online before selecting what to buy, and then a bit more time to find the best price or discounts before making a purchase.”

Searches for generic terms such as ‘discount voucher’ have remained flat over the past 12 months with the growth coming from searches for specific products and retailers.

Online search terms including the words ‘voucher’ or ‘vouchers’ increased fourfold from 8,300 variations in July last year to 34,200 this year.

Voucher aggregation sites have also lost favour with consumers, and traffic has dived 5% despite the growing interest in vouchers. Consumers often find deals featured on aggregate sites are out of date or irrelevant.

“The other change is that the retailers themselves – both online only and high street players – are trying harder to pick up traffic from voucher searches directly, rather than pay for a link from a voucher website,” says Goad.

Tesco is the only retailer to appear in the Top 10 voucher related search terms in July, taking up two places.

Searches for restaurant vouchers has increased 226.3% in the last 12 months, with Pizza Express particularly benefiting. ‘Pizza Express voucher’ was the second most searched for term over the period.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here