Let's get physical: Brits reject mobile for printed offers

Digital-first retailers must wake up and smell the coffee with new proof that UK shoppers are rejecting mobile vouchers to embrace the humble printed coupon as the top way to get their sticky mitts on a bargain.

So says a new study by shopper intelligence firm Catalina UK, which reveals that printed coupons at the till – exactly what the firm specialises in – are now the top-ranked way to receive offers for one in three UK shoppers; up from one in four in 2022.

This puts coupons at the till ahead of app-based coupons, which have also grown in usage but remain preferred by only one in four. Shoppers at Sainsbury’s (pictured) show the highest engagement, with Aldi and Iceland customers close behind, despite neither retailer currently offering them in-store.

While some UK supermarkets continue to offer personalised, in-store coupons, many have shifted focus to digital channels but half of all Brits say they do not receive enough print offers; a sentiment shared across all age groups.

In fact, Gen Z is the group most likely to feel overwhelmed by digital (35%) and least likely to want more of it (only 29%), indicating a saturation point and a need for balance.

In fact, a third (32%) of UK shoppers cite paper coupons-at-till as their number 1 choice, while two-thirds (65%) of those who prefer paper coupons actively look forward to receiving them – rising to 73% for Morrisons and 71% for Sainsbury’s shoppers; 74% are more likely to visit a supermarket offering personalised promotions.

Catalina UK country leader Huma Khan said: “I’ve never believed in being solution-led. Too many brands and retailers rush toward the next shiny thing, but ‘digital-first’ shouldn’t be the default, as it doesn’t work for every objective. Nor should it be ‘paper-first’. It should always be shopper-first: meeting people where they are, not where we want them to be.

“When you give shoppers something that feels relevant, useful, and personal, regardless of channel – it lands. In today’s crowded, always-on landscape, a well-timed coupon can be a powerful moment of recognition. That’s when true loyalty begins – not by being reached, but by being understood.”

At a time when delivering value has never been more important, Catalina’s research uncovers a powerful insight: shoppers aren’t just seeking lower prices; they want personalised savings that feel tangible, timely, and rewarding.

With three-quarters (74%) of UK shoppers saying they are more likely to return to a supermarket offering tailored promotions, the opportunity for loyalty is clear – but only if the offers reach everyone.

Digital solutions rely on opt-in, app downloads, and logins, limiting reach. In contrast, printed coupons at the till can reach 100% of in-store shoppers, offering a rare opportunity to deliver personalised value at scale, right at the moment of decision.

Interestingly, Iceland shoppers showed the strongest demand for more paper coupons, with 56% saying they receive far too few. The same demand was echoed by value-conscious Aldi and Lidl shoppers, despite these retailers not offering till-based coupons – highlighting the disconnect between shopper needs and channel delivery.

Sainsbury’s chief marketing, data and technology officer Mark Given said: “For over 15 years, Catalina’s in-store coupon-at-till has shaped how we deliver personalised value to customers. It’s helped us drive incremental sales, enhance customer loyalty, and improve marketing performance. Our customers truly appreciate the value they receive from these in-store coupons.”