For decades, couponing has held a unique spot in American culture—part practical, part pastime. But a new survey from Tellwut of over 1,400 respondents reveals a significant shift in motivation: while clipping coupons once felt like a hobby for bargain-hunters, more Americans now rely on them out of necessity.

In a survey of more than 3,000 respondents, 40% said they use coupons to afford essential items they otherwise couldn’t buy. It’s a clear signal that saving money isn’t just about scoring a deal anymore—it’s about making ends meet.

Couponing Out of Need, Not Want

The survey found that 71% of Americans now coupon out of necessity rather than choice, reflecting the growing financial pressure felt across households. While inflation cools in headlines, the lived experience of many shoppers tells a different story at the checkout counter.

Here’s how respondents broke down:

• 24% coupon purely out of necessity
• 33% do it by choice
• 43% said it’s a mix of both

And while some couponers still enjoy the process, for many, it’s become part of the survival toolkit. In fact, 61% of people say they use coupons to afford essential items—a stark reminder of how household budgets are tightening.

So… Do You Coupon?

When asked, "Do you coupon?" respondents said:

• 34%: Yes, regularly
• 48%: Only if I see or receive coupons
• 17%: No

That means more than 4 in 5 Americans are open to or actively using coupons—whether out of habit, necessity, or both.

What People Are Saying

Survey participants offered a glimpse into their couponing mindsets—and memories:

“I load weekly flyer coupons onto my supermarket loyalty card and save a dollar or three every week on my grocery bill – it adds up!” – jksurvey8

“I have always used coupons, so I'm not using them any more than usual. To me, they're like American Express — I don't leave home without them.” – prencyss

“I started couponing in the '70s. Back then I could complete the transaction, then give my coupons and receive cash back. My coupon savings became my mad money; stores no longer allow that, but I track my coupon savings now and set aside that money to spend elsewhere.” – dser_vi-ce

The Bottom Line

What used to be a niche hobby for the ultra-frugal is now a financial lifeline for millions. Whether it’s tapping digital coupons, clipping from flyers, or joining store loyalty programs, more Americans are turning to old-school savings tactics to navigate new economic challenges.

Are you one of them? Whether you’re a casual coupon clicker or a seasoned saver, one thing’s clear: couponing is no longer just about hunting deals—it’s about holding on.