Coupons Have Most Direct Influence on Shopping
By Greg Sterling

According to a recent consumer survey from National Retail Federation and BIG Research, measuring the impact of various media on consumer holiday shopping behavior, the following were the top media in terms of direct influence:

1. Coupons
2. Word of Mouth
3. Advertising inserts
4. TV
5. Newspapers

Here’s the big, age-segmented chart:



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