It may be the dead of winter, but it’s never too late to think spring!
This time of year is the worst for couponers. As shoppers cut back their post-holiday spending, demand for coupons declines. And lower demand can mean fewer deals for the rest of us.
But fear not – better deals are just around the corner. That’s according to Inmar Intelligence and its 2026 Spring Trends report.
Inmar has tracked coupon distribution and redemption trends for decades. And like clockwork, every January and February, couponing hits a low point as shoppers try to rein in their spending and are less likely to be influenced by promotions.
The good news is that, like clockwork again, coupon redemptions hit a high point in March. So the first step in meeting shoppers where they are, Inmar advises brands, is not to waste good coupons in the middle of winter. Instead, they should time their best offers for the spring, when shoppers begin to emerge from hibernation, recover from the holiday hit to their budgets, and are more receptive to deals.
Fully 95% of the shoppers Inmar surveyed consider coupons and discounts to be critical in their spring spending. And that’s true across the spectrum of shoppers – those who are “very concerned” about their finances and those who feel “very secure” are equally interested in coupons and savings.
After December’s holiday season, which closely followed Thanksgiving, which closely followed Halloween, and back-to-school and summer, spring “doesn’t center around a single shopping moment,” Inmar observed. Instead, shoppers are more mission-focused, refreshing their pantries, stocking up for allergy season, and trying to stick to their resolutions to make healthier choices in the new year.
Since these needs are less time-sensitive than shopping for a specific occasion, shoppers can afford to hold out for a deal. They tend to start with the brands they trust, but they can be convinced otherwise. “They’ll go wherever the savings are available,” Inmar noted, as the number of people who say they’ll switch brands or stores for a deal has risen from 73% to 78% in the past two years alone.
Priorities other than price play a part in springtime decision-making as well. Shoppers are more spontaneous in the spring, and want to get what they want when they want it. So 58% prioritize stores with a fast checkout process, and 95% consider convenience to be key.
With spring shopping often consisting of “a series of short, purpose-driven missions,” and shoppers becoming interested in coupons and deals again, “pairing strong offers with visibility at the point of consideration is crucial,” Inmar concludes. Brands that respond to shoppers’ springtime needs “with timely value, trusted messaging, and omnichannel presence will succeed in staying relevant throughout the season.”
So if you have the winter blues after paying your holiday bills and skimming through a skimpy coupon selection, don’t despair – just like the weather, your savings opportunities are about to heat up.
Image source: Jeepers Media 
