The number of coupons redeemed in the United Kingdom from January through to June 2014 was 33% higher than the same period in 2013, and 11% higher than in the second half of 2013, according to figures from UK-based coupon and voucher services provider Valassis. This article is copyright 2014 The Best Customer Guide.

The first half of 2013 saw 275 million coupons redeemed and 328 million redeemed in the second half of the year.

The rise in coupon redemption was driven predominantly by retailers, with 43% more retailer-issued coupon redemptions in the first half of 2014 than in the same period in 2013.

This contrasts with manufacturer-issued coupons which, despite a sharp growth over the previous 18 months, were relatively flat in the first half of 2014.

Overall, the number of coupons redeemed by UK consumers more than trebled since 2006, from 109 million in the first half of 2006 to 365 million only eight years later.

"Many supermarket shopping trips are now driven by savings behaviours and coupons form a key part of this, with consumers searching for the best discounts before they set foot in store," concluded Charles D'Oyly, managing director for Valassis. "This often means that supermarket choice is determined by the most attractive and relevant offers."