Hartford Region Ranks #4 in USA in Digital Coupon Clicking, Survey Says

Coupons are fast-becoming money savers that are clicked, not clipped, and in few regions is that more the trend than in Greater Hartford.  Newly released data indicates that the Hartford-West Hartford-East Hartford market ranks #4 in the nation in the level of click activity, just behind New York, Boston and Philadelphia. According to results of a survey conducted by RetailMeNot, a leading digital offers destination, in conjunction with The Omnibus Company, the number of Americans who rely mostly on mobile coupons has been steadily increasing, as traditional scissor-clipped declines.

The study found that over the past four years, the use of printable coupons has dropped to 58 percent in 2014 from 73 percent in 2010. However, digital coupon usage has increased substantially as the world has gone more digital with online (27% in 2014 vs. 16% in 2010) and mobile (15% in 2014 vs. 4% in 2010) coupon usage.

The latest edition of the company’s Shoppers Trend Report revealed that nearly all Americans (96 percent) are coupon users, and retailers and brands are steadily moving their marketing promotions to more mobile and digital formats. A separate survey of retail executives in May 2014, also conducted by The Omnibus Company, found that 75 percent of retailers believe that digital advertising delivers a higher ROI than offline advertising, including circulars and direct mail.

September has been designated as National Coupon Month, and based on the level of coupon click activity in ratio with each city’s population, the Northeast is leading the way.  Rounding out the top ten after New York, Boston, Philadelphia and Hartford are Providence, Baltimore, Pittsburgh, Washington, Tampa and Buffalo.

Western communities appear to lag in their savings activity, with the Las Vegas, Phoenix and Denver areas representing the bottom of the active-coupon-user list. In fact, the New York, Boston and Philadelphia areas appear to be four times more active than the Denver area at couponing, according to survey analysts.

In the top 10 active couponing cities, clothing and food categories ranked consistently at the top for click activity, followed by electronics and home and garden.

“Our survey findings show how a consumer’s mobile phone is becoming a key device within their savings tool kit as millions of shoppers increasingly take advantage of digital offers, promotions and sales opportunities.” says Trae Bodge, senior lifestyle editor for The Real Deal by RetailMeNot.

They survey also found that printable coupon usage for 18- to 34-year-olds dropped significantly in the past four years (40% in 2014 vs. 57% in 2010), and online coupon usage nearly tripled for those ages 50+ over the past four years (18% in 2014 vs. 7% in 2010).

According to the survey deep discounts aren’t the only deals that shoppers appreciate, as more than 2 in 5 (43%) coupon users consider discounts up to 25 percent to be a good deal. Respondents said they are most interested in deals that offer a specific dollar amount off of their purchase (30%).  The survey also shows that interest in different types of deals varies by region.

• Coupon users living in the Northeast are more likely than those living in other regions to be most interested in receiving a specific percentage off a purchase (28% vs. 18% of the rest of the country).
• Those living in the South are more likely than those living elsewhere (26% vs. 15% of the rest of the country) to be most interested in “buy one, get one free” deals.

In an August 2014 commissioned study conducted by Forrester Consulting on behalf of RetailMeNot, an overwhelming 59 percent of respondents stated that out of all the different types of promotions a retailer can employ, digital coupons still sway them the most when it comes to influencing a purchasing decision. The study also found that:

• 63 percent of respondents agreed that digital coupons “close the deal” for them when undecided on a purchase,
• More than 90 percent of smartphone and tablet users redeem their digital coupons within several days,
• Nearly 7 in 10 consumers (68%) said they strongly believe that digital coupons have a positive impact on a retailer’s brand
• 68 percent state that coupons generate loyalty

RetailMeNot, Inc. operates what the company describes as the world’s largest marketplace for digital offers, and for the 12 months ended June 30, 2014, the company had more than 625 million visits to its websites.  See the complete list of the top 50 cities.

Top Cities (and Surrounding Metro Areas) Based on Click Activity

1. New York-Newark-Jersey City
2. Boston-Cambridge-Newton
3. Philadelphia-Camden-Wilmington
4. Hartford-West Hartford-East Hartford
5. Providence-Warwick
6.  Baltimore-Columbia-Towson
7.  Pittsburgh
8. Washington-Arlington-Alexandria
9. Tampa-St. Petersburg-Clearwater
10. Buffalo-Cheektowaga-Niagara Falls

Danbury-Based Ethan Allen In Retail Industry’s Hot 100; Only CT Company Named

The lone Connecticut-based retailer to make the list of the Hot 100 Retailers produced by the National Retail Federation is Danbury-based Ethan Allen Interiors, sliding in at #97.  Data from the national advocacy organization indicates 5 percent growth and 208 locations nationwide for the chain. Ethan Allen Interiors Inc. (NYSE:ETH) is a leading interior design company and manufacturer and retailer of quality home furnishings. The company offers free interior design service to its clients and sells a full range of furniture products and decorative accessories through ethanallen.com and a network of approximately 300 Design Centers in the United States and abroad.

Ethan Allen owns and operates eight manufacturing facilities including five manufacturing plants and one sawmill in the United States plus one plant in each of Mexico and Honduras. Approximately seventy percent of its products are made in its North American plants. Chairman, President and CEO is M. Farooq Kathwari.He has been president since 1985 and Chairman and Chief Executive Officer since 1987.

The company website indicates that “Ethan Allen is full-service. We conceptualize, design, source, manufacture, market, advertise, style, sell, distribute, and install. That means at headquarters our horizons are ever broadening. But our job is surprisingly straightforward: that is, to raise the bar — in all aspects of the company every day.”

Overall in Connecticut, the Federation highlighted the importance of the retail industry on the state’s economy:

• Retail directly and indirectly supports 1 in 5 Connecticut jobs.
• Retail is directly and indirectly responsible for 16% of Connecticut's GDP.
• Retail directly and indirectly generates 15% of labor income in Connecticut.
• Retail supports 476,568 jobs in Connecticut. (see breakdown below)

Among Connecticut’s neighboring New England states, Boston-based Wayfair was the #2 retailer nationwide on the Hot 100; Jordan’s Furniture, based in Taunton, MA was ranked #24; C & J Clark, headquartered in Newton, MA was #29; and Framingham-based Cumberland Farms was ranked #62.  In addition, LL Bean (Freeport, Maine) was #94 and BJ’s Wholesale Club (Westborough, MA) rounded out the list at #100.

Breaking down Connecticut employment by retail sector, the Federation reported:

1. Retail trade (including food services and drinking places) 17.2%
2. Health care and social assistance 14.8%
3. Finance and insurance 9.8%
4. Manufacturing 9.4%
5. Professional, scientific, and technical services 8.2%
6. Other services, except public administration 5.8%
7. Construction 5.8%
8. Administrative and waste services 5.7%
9. Real estate and rental and licensing 5.6%
10. Education services 3.9%

Nationally, the top 10 leading the Hot 100 in sales growth were Albertsons (Boise, Idaho), Wayfair, Ascena Retail Group (Suffern, NY), Conn’s (The Woodlands, Texas), SpartanNash (GrandRapids, MI), Michael Kors Holdings (New York), Under Armour (Baltimore), Cardinal Health (Dublin, Ohio), Five Below (Philadelphia), and Amazon.com (Seattle).  Each of the top 10 companies had sales growth exceeding 25 percent from 2012 to 2013.

The data for the Hot 100 report was provided by Kantar Retail for the National Retail Federation.

Connecticut Ranks #4 in Back-to-School Stores

With students now settling into their classrooms and the hectic back-to-school shopping mostly in the rear view mirror, we learn that Connecticut ranks #4 among the nation’s states in the number of back-to-school retail stores per square mile.

The Land of Steady Habits is outpaced only by New Jersey, Rhode Island and Massachusetts as retail meccas for pre-school year shoppers, just ahead of Maryland, Delaware, New York and Florida.

Connecticut has 3,477 back-to-school retailers, for an average per square mile of .718, according to a Bloomberg Visual Data using NAICS data.  The data defines an establishment is a single physical location at which business is conducted. Retail totals were only for establishments identified in the following NAICS sectors and subsectors: electronics and appliance stores; clothing and clothing accessory stores; sporting goods stores; hobby, toy and game stores; musical instrument and supplies stores; bookstores; general merchandise stores; and office supply and stationery stores.

Alaska and Wyoming had the smallest number of retailers, at 661 and 678 respectively, as well as the smallest number per square mile. (Alaska was .001)

Connecticut’s annual tax-free week for clothing and footwear under $300 was conducted Aug. 18 through Aug. 24 at stores across the state, just prior to the start of the school year in most communities. On average, it is estimated that families spend nearly $700 on back to school purchases. The state expects to lose about $7 million to $8 million in revenue from the week of tax-free shopping.

According to the National Retail Federation projections prior to the back-to-school shopping season, the biggest portion of back-to-school shoppers’ budgets will go toward new apparel and accessories: 95.3 percent of those with school-age children will spend an average of $230.85 on fall sweaters, denim and other chic pieces of attire. Additionally, families will spend on shoes ($114.39) and school supplies ($90.49). Fewer families with children in grades K-12 will purchase electronics (55.7%), and those that are going to invest in a new tablet or smartphone are going to spend slightly less than last year.