New research from Catalina UK, a leader in shopper intelligence, reveals that in a world dominated by digital-first marketing, physical formats continue to be the nation’s preferred channel for receiving food and grocery offers.
Printed coupons at the till are now the top-ranked way to receive offers for 1 in 3 UK shoppers – up from just 1 in 4 in 2022.
This puts coupons at the till ahead of app-based coupons, which have also grown in usage but remain preferred by only 1 in 4. Sainsbury’s shoppers show the highest engagement, with Aldi and Iceland shoppers 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. Yet 50 per cent of shoppers say they don’t 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 per cent) and least likely to want more of it (only 29 per cent), indicating a saturation point and a need for balance.
Key findings
- 32 per cent of UK shoppers cite paper coupons-at-till as their number 1 choice
- Only 24 per cent prefer app-based offers
- 65 per cent of those who prefer paper coupons actively look forward to receiving them – rising to 73 per cent for Morrisons and 71 per cent for Sainsbury’s shoppers
- 74 per cent are more likely to visit a supermarket offering personalised promotions
- 69 per cent would try a new product if given a tailored offer
Blending digital scale with the emotional impact of physical touchpoints is increasingly proving key to building deeper loyalty and unlocking incremental spend.
“I’ve never believed in being solution-led,” says 
Huma Khan, country leader at Catalina UK. “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,” Khan notes.
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 74 per cent of UK shoppers saying they’re 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 per cent of in-store shoppers, offering a rare opportunity to deliver personalised value at scale, right at the moment of decision.
The enduring power of print
For shoppers who prefer paper, the benefits are clear:
- 45 per cent say paper coupons are more convenient at checkout
- 48 per cent appreciate having a physical reminder
- 29 per cent forget to use digital coupons due to “out of sight, out of mind”
And when it comes to effectiveness, colourful print outperforms plain black and white as considered to be:
- 12x more noticeable at the till
- 10x more likely to be redeemed
- 5x more likely to signal “best offer available”
- 3x less likely to be misplaced
Not just older generations – Gen Z is leading the shift
Contrary to common assumptions, these preferences are not driven by older shoppers. Gen Z respondents now show a higher preference for paper coupons at the till (30 per cent) than app-based offers (23 per cent), a notable rise since 2022.
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.
Retailers see the value
Retailers who continue to invest in printed, personalised coupons see measurable results.
Mark Given, Chief Marketing, Data & Sustainability Officer at Sainsbury’s, says: “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.”
Catalina UK has been a pioneer in targeted, in-store promotions for over four decades, launching personalised coupons long before personalisation became a buzzword. Today, Catalina blends real-time behavioural insight with omnichannel data to deliver relevance at scale – across both print and digital solutions.
To learn more about Catalina UK, visit: https://catalina.co.uk/
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