Voucher code

The table shows the results and failures for the use of promotional codes by sector


Some industries and businesses are great at enticing customers with promotional codes, although not everyone’s luxury.

A new infographic from the Dutch branch of the online coupon hub Vouchercloud.com clearly outlined the winners and losers in terms of claiming discounts on its European sites between January 2014 and January 2015.

Ecommercenews.eu translated the picture and shed light on the types of industries that are very successful with discounts in the Netherlands, Great Britain, Germany, Italy, France and Ireland.

In the graph below, women’s clothing has the highest average adoption in all markets, with 13.72% of all discounts used. Men’s clothing was another big winner with 12.90%, with financials lagging behind at 0.24%.

What is worth noting in the survey is a trend in the use of coupons for everyday items such as fashion, gifts and products in the baby and child category.

Much lower usage rates across Europe are seen for large purchases like vehicles, short trips and financial products, although the overall economy may be much higher.

It’s also worth mentioning that some markets go against the trend in popular and less popular categories.

Vouchercloud data shows that 15.81% of coupons redeemed in Britain are for food and drink related purchases. This is almost twice as much as in Germany, with 8.13%, and well above the levels of 1.96% and 2.93% in France and the Netherlands respectively.

French discount users are much more likely to use a coupon to earn money on travel and accommodation, with 17.69% of coupons redeemed falling into this category, above an average of 9 , 85% in the EU.

Coupon users in France were also happy to go against the grain with purchases relating to sport & fitness (8.48% vs. 3.97% on average for the EU) and vehicles (7.37% vs. 2.46% on average for the EU).

Greater consistency was seen in the redemption of coupons in the garden, electronics, and health and beauty categories, highlighting consistent use across all markets.


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