Admitad analyzed a sample of 26 million orders worldwide, including 1.1 million in Poland, for the use of coupons and discount codes. According to this data, the number of online purchases using a promotional code increased by 20% in 2023, and in the first half of 2024, there was an increase of another 17% year-on-year. The average value of purchases using discount coupons in 2024 is globally $55.8 (PLN 220.42).
Polish consumers stand out positively even against the background of this upward trend. This year, they used coupons over 30 percent more often than in 2023 and spent 22 percent more on this purpose. However, we still have shallower wallets compared to buyers from other countries – the average purchase with an attractive coupon was $35 (PLN 138.26).
Marketplaces are leaders in using coupons
The real champions of using coupons are marketplace platforms, which generate by far the largest share of orders using them. Among the e-commerce categories that use discount coupons the most in 2024 are electronics, clothing, footwear and accessories, and home and garden products.
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A new market sector that is taking advantage of promotional coupons is electronic entertainment. In Poland, sales of games using coupons and promotional codes more than doubled in 2024. Similar increases were recorded in e-book purchases, as well as in streaming services, where the number of transactions with coupons increased by more than 50 percent.
Unique coupons are a new trend in affiliate marketing
Coupon traffic is one of the most effective sources of sales in the affiliate marketing industry, and its popularity is still growing. This has a positive impact on coupon site revenues – in 2024, their affiliate profits in Poland increased by over 67%.
In addition to affiliate partnerships with coupon services, brands are also working to increase the effectiveness of discount codes on their own. One such method is to generate a unique promotional code for each partner they work with. This way, brands can easily see the number of sales generated by the partner and the effectiveness of their affiliate activities just by looking at the code name. Such codes will also work well in places where using traditional affiliate links is difficult or impossible, such as on social media channels, podcasts, or offline media.
Mobile Coupons – A Key Growth Point
One of the global trends that has not yet fully embraced the Polish market is mobile coupons. Brands around the world are making extensive use of this tool. In 2024, over 30% of all coupon purchases will be made via mobile devices. In comparison, in Poland this year only 17% of such orders were placed using smartphones. Therefore, brands that are the first to use the potential of mobile marketing tools on the local market will gain the most from current trends.
– The results of the study show that brands should think more about using coupons and discount codes. The possibility of using a favorable coupon or promotional code has become not only an incentive to act, but even a factor in the decision to purchase. Coupon services take advantage of this, aggregating the most favorable offers and building user loyalty to each other, not individual brands. Advertisers should remember this and not only offer coupons, but also conduct intensive communication about the possibilities of using them to strengthen their image in the eyes of customers – comments on the results of the study Anna Datsiuk, Head of Admitad Polska.
