How to get money off vouchers into the hands of mums?

The digital revolution over the last 15 years has created a whole new voucher culture in the UK.

The arrival of brands such as Groupon and Wowcher in the late noughties coincided with the eruption of the world of social media, and savvy mums began to seek out discounts not only for online or in-store shopping but also for family trips to the cinema, to restaurants or to day visitor attractions. For savvy marketers, learning about how to get money off vouchers in front of this audience of primary purchasers is key.

Today, ‘discount hacks’ and money-saving sites have become part of the consumer process, with entire brands and websites devoted to offering consumers the latest advice on how to get money off vouchers.  From back-to-school supplies to takeaways, holidays to dining out, there are money-saving vouchers available for just about everything.

But do mums really like them? Do they use them? Are they important to them? We take a closer look…

Money-off vouchers – what does the research say?

We conducted a study with over 2,500 participants to find out exactly how mums viewed money-off vouchers.Firstly, we asked our respondents how likely they would be to buy products using a money off vouchers. The results were pretty conclusive in that over a third (34%) said they were ‘very likely’ to make a purchase using money off vouchers, and 37% said they were ‘quite likely’ to make a purchase using money off vouchers. Only 29% said they were ‘unlikely’ to make a purchase using money off vouchers. In other words, more than seven out of 10 mums are likely to buy a product using a money off voucher. And when we reversed the question and asked mums how likely they would be to buy a product without a money off voucher the findings are even starker with nearly two thirds (73%) of mums saying they are ‘unlikely’ to buy a product without a money off voucher.

When we looked at things regionally, we found that mums in the South East (outside London) are the most likely to use money off vouchers (38%), closely followed by mums in the East and West Midlands (36%), Yorkshire and Humberside (35%) and both the South West and North West (32%). Conversely, we found that mums living within the M25 were least likely to use money off vouchers with only a quarter (26%) saying they would be ‘very likely’ to use them.

Crucially, our research found that using vouchers is no longer seen as a cause of embarrassment. As one of our mums tells us: “There was a time when for my generation using shopping coupons and vouchers was almost a thing to be embarrassed about. But motherhood soon puts a stop to thoughts like that, and if anything, the internet and Facebook has led to more use and awareness of vouchers than at any time I can remember,” says Clare, a mum-of-three from Manchester. “No visit to a restaurant is complete these days without checking online for voucher codes first, and shopping coupons have certainly become ‘cooler’.”

How to get money off vouchers in front of mums online?

Of course. the digital technology drives the increase in the popularity of the use of money off vouchers which is creating a powerful ‘money saving’ culture which both supports and celebrates it across traditional and social media.

Mums looking for how to get money off vouchers are spoilt with choice thanks to the wide range of options available. Supermarket offers and high street discount deals are now viewed increasingly as genuine news stories by the likes of The Sun (the UK’s biggest-selling daily newspaper) and MailOnline (the world’s number one news site), as traditional media reach out to consumers via social media. In the meantime, mums’ networks on Facebook and other social platforms happily share the latest voucher trends and discount hacks, whether via money saving sites or promotions on TV.

As research has shown that mums frequently place more trust in recommendations from other mums than in other forms of advertising, when it comes to promoting money-off vouchers, marketing through a peer-to-peer platform can result in higher rates of success.

Talk to Mums is an influencer platform that connects brands with close to 3 million women with children aged two to teens through sampling, vouchers and surveys. Get in touch with us today to find out how we can help you get your brand into the right hands.