Rural Consumers Continue to Pursue Value to Combat Rising Prices

In January of this year, we published a blog post highlighting the requests we received throughout 2023 from rural consumers asking to receive our monthly mailer in order to obtain coupons and discounts.

As we begin the sixth month of 2024, the requests for coupons and deals continue. Prices remain high, and consumers are reducing discretionary spending and looking to save on groceries and dining out.

The graphic below is a sample of actual inquiries received through during the first five months of 2024 from consumers requesting offers and deals to save money.

In response to rising prices, urban and rural consumers alike are buying more store brands, shopping sales more often and using more coupons.1 These numbers have continued to trend upward over the past six months across both urban and rural markets.

Coupons remain a top influencer of both urban and rural consumer purchase decisions across multiple product categories in 2024, much as they were in 2023:

According to Vericast’s 2023 Trendwatch Report, 66% of consumers surveyed said coupons are more important than ever. Helping them save money was the No. 1 message they wanted to receive from advertisers.

Did you know?

Consumers are more likely to engage with offers:

  • 78% will open/read a single offer or promotion.2
  • 77% will open/read multiple offers or promotions.2

Target Your Highest-Value Potential Customers with Personalized Offers

Mspark’s targeting capabilities enable you to identify your most likely, highest-potential customers and target them down to the household level with personalized offers and coupons based on their shopping and purchasing behavior. See how it works in our targeting video.

When advertising campaign messaging is personalized to your customer or prospect, they are 68% more likely to engage with your message.

Lob State of Direct Mail Consumer Insights 2023

Our team gathers data from a wide range of sources and then consolidates it into easy-to-understand information that reveals the best audience for your message. We use a mix of predictive data and client data to create your optimal mailing profile:

  • Census data
  • Consumer Expenditures
  • Behavioral data
  • Lifestyle segmentation
  • Geographic mapping & profiling
  • Life event data
  • Client-provided data

Learn more about data-based targeting. Click “Get Started” below to connect with an expert to discuss how you can engage consumers seeking value.

Sources: Prosper Insights & Analytics1; LOB State of Direct Mail report2