Valpak Annual Consumer Savings Report Indicates 28 Percent Increase for Consumer Spending in Summer 2011

Findings show 32 percent of consumers plan to spend more on home improvement projects

Roughly 40 percent are searching for coupons and deals before leaving the house

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Jun 24, 2011, 09:00 ET

LARGO, Fla., June 24, 2011 /PRNewswire/ -- Twenty-eight percent of consumers plan to spend more this summer, an 11 percent increase since 2010 according to the annual summer survey* conducted by Valpak. The consumer spending report issued twice a year by one of the leading direct marketing companies in North America also indicates little change over last year in consumers' purchase intentions for the next six months, with one exception: consumers plan to spend more of their hard earned money on improving the interior of their homes. Responses around deal-seeking behaviors, such as coupon usage and private label purchases, however, continue to point toward post-recession consumers putting an emphasis on value.

Home Improvement Is Heating Up

When asked about consumer purchase intentions in a variety of categories including travel, automobiles and home electronics, the main focus this summer is on the family's living space. Thirty-two percent of consumers are planning to spend money on interior improvements to their homes. This is an increase of one third over last year. Everything from new flooring and updated kitchen cabinets, to a total bathroom makeover are on the honey-do list this summer.

Rising Gas Prices Drive Consumers to Change Behaviors

The cost of gas hit an all time high this year, forcing consumers to keep a close eye on their spending behaviors. Two out of three consumers say they have changed the way they purchase, including how and what they buy as a result of high gas prices. Roughly 40 percent of consumers are searching for coupons and deals before leaving the house. One third of consumers have started buying generic brands as opposed to the name brand products they're used to. In addition, consumers are making the most of their shopping time, resulting in fewer trips to the store.

Coupons Help Ease the Burn of Summer Spending

Consumers continue to seek out values when making purchases. In addition to the 40 percent of consumers who are searching for printed coupons before leaving the house, 41 percent say the search online for savings, including the use of mobile coupons and money-saving apps. According to a study by Juniper Research, in less than three years, over 200 million Americans are projected to have redeemed a mobile coupon. With Valpak's coupon apps for iPhone™, Android™, Palm® Pre™, Blackberry®, and Microsoft Windows® Phone 7 smartphones, consumers have easy access to free coupons for local restaurants, retailers and service providers no matter where they are.

"Mobile coupons make saving money on the go quick, easy and available 24/7 from anywhere," said Deanna Willsey, director of corporate communications at Valpak. "Valpak coupons are available via our own app, Junaio augmented reality app, as well as via SMS in many cities across the country. While it appears many consumers are looking for deals before getting in their cars due to rising gas prices, on-the-go mobile coupons can save gas money, too. There's no need to print, clip or run home to grab the coupon when you want to grab dinner out on a whim. Simply display the offer on your phone and you save money."

For a visual representation of Valpak's 2011 Consumer Savings Report, view online infographics on Flickr depicting changing consumer behavior and planned consumer spending.

About Valpak®

Valpak, one of the leading direct marketing companies in North America, is owned and operated by Cox Target Media, a subsidiary of Atlanta-based Cox Media Group. With nearly 180 franchises throughout the United States and Canada, The Blue Envelope® delivers savings and value to nearly 40 million households each month. Annually, Valpak will distribute some 20 billion offers inserted in more than 500 million envelopes. Valpak also offers digital solutions with www.Valpak.com®, an online site for local savings, which has nearly 40 million offer views each month, as well as mobile phones, including apps for iPhone™, iPod touch®, Android™, Palm® Pre™, Blackberry®, and Microsoft Windows® Phone 7 platforms. For more information, please contact 1-800-676-6878.

About Cox Media Group

Cox Media Group, Inc., a subsidiary of Atlanta-based Cox Enterprises, is an integrated broadcasting, publishing and digital media company that includes the national advertising rep firms of Cox Reps. With $1.8 billion in revenue, the company operations include 15 broadcast television stations and one local cable channel, 86 radio stations, four metro newspapers and more than a dozen non-daily publications, and more than 100 digital services. Additionally, CMG owns and operates Valpak, one of the leading direct marketing companies in North America. For more information about Cox Media Group, please check us out online at www.coxmediagroup.com.

* Valpak’s Consumer Savings Report is a consumer spending index surveying more than 1,000 consumers and was conducted as an online survey by Research Now. Results are within 3.0 percentage points at the 95 percent confidence level. Survey was conducted May 2011.

SOURCE Valpak