by webSaver
November 16, 2025
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In a recent webSaver Digital Aisle blog post we discussed the return of paper coupons and how a number of leading retail grocers and CPG Brands are making paper coupons available to their consumers again as part of their promotional strategies.
The primary reason for this seems to be the simplicity and ease of use of paper coupons, where the consumer simply obtains the coupon and brings it into the store for redemption, that’s it.
This is in contrast to most digital options that typically require app downloads, registrations, activations, MFA, linking bank accounts and more. Consumers report feeling overwhelmed by the complicated nature of these digital options, and it’s not just older consumers.
For many consumers paper coupons – Including Mail to Home coupons, Print at Home coupons, on store shelves, flyers, etc. – are the preferred option. But what are some high impact occasions when grocery retailers or CPG Brands should use them for maximum effect?
If you wish to discuss a coupon campaign for your CPG Brand get in touch.
Below we answer that question with five high impact occasions when grocery retailers and CPG Brands should strongly consider paper coupons to enhance their visibility, engagement and conversion.
1. New high value product launches
High-value paper coupons remain one of the most effective ways to accelerate trial during a new product launch, reducing consumer hesitation and driving household penetration. A Mail to Home $3-off paper coupon for a new coffee blend or pasta sauce sits on the counter as a persistent physical reminder, unlike a digital offer that gets buried in app notifications within hours.
Paper coupons can be strategically distributed through direct mail or in-store inserts, targeting core audiences and driving foot traffic while avoiding digital friction barriers.
2. In-Store conversion moments at end caps, shelf displays and flyers
Paper coupons at end caps, shelf displays or in the store flyer – for retailers that still print them – capitalize on shoppers’ impulse buying by providing savings at the point of maximum shopper attention and intent. These offers enhance merchandising investments by converting visibility into measurable sales.
They also deliver immediate reinforcement for shoppers already leaning toward the category but undecided at shelf.
3. Product sampling programs and trial generation
Pairing sampling initiatives with a follow-up coupon creates a powerful one-two punch that turns trial into conversion. Coupons extend the value of sampling programs by giving consumers a nudge to repurchase while the product experience is still fresh.
Samples reduce trial hesitancy, while coupons close the sale loop, delivering an excellent ROI by turning first-time consumers into loyal customers.
4. Campaigns targeted to specific geographic markets
In highly competitive regions, paper coupons tailored for local demographics and tastes offer a direct and personal touch that cuts through digital clutter. With precise targeting, highly localized offers can generate high ROI by focusing incentives where competitive pressure is greatest and the opportunity for redemption is highest.
5. Holidays and occasions where planning happens weeks in advance
For major cooking holidays like Thanksgiving or Christmas, consumers create shopping lists 2-4 weeks before the event. Paper coupons get physically attached to those lists, or stuck on refrigerators ensuring your Brand is top-of-mind when they walk the aisle.
These paper coupons become part of shoppers’ preparation rituals, increasing brand presence and redemption rates during key seasonal windows.
There are many other occasions when paper coupons are an ideal option for CPG Brands seeking to stand out from the pack, but the five above provide a solid foundation for marketers that understand that providing their loyal consumers with promotions in the formats they prefer is good business.
Coupons are a proven, high touch, high impact method to drive consumer engagement and behaviour. They generate consumer excitement and positive emotions towards your Brand. Physical coupons accomplish this to an even greater degree.
If you wish to discuss how you can put the power of Mail to Home coupons or Print at Home coupons to work for your Brand get in touch.
Contact webSaver today to get started.
With over 10 years leading the Canadian online coupons marketplace and 150 Million coupon issued we know coupons. We’ve worked with 90% of Canada’s leading consumer packaged goods brands providing them with the online coupons and cashback offer solutions that generate real value for their business. Whether your strategic objective is customer acquisition, customer lift (Increased transaction size and frequency) or customer retention webSaver can help.
