Receipt and Use of Tobacco Product Coupons among Adults Who Use Cigarettes, Cigars, and Smokeless Tobacco: Reasons for Use and Association with Subsequent Tobacco Product Purchases

Overview

This study examines the prevalence, correlates, and behavioral consequences of tobacco product coupon receipt and redemption among U.S. adults who use cigarettes, cigars, and smokeless tobacco. The research investigates the proportion of tobacco users receiving promotional coupons, the redemption rates across product categories, reasons for coupon engagement, and the association between coupon use and subsequent tobacco purchases. The study documents tobacco industry marketing strategies that leverage discount offers to maintain consumer engagement and facilitate cross-product marketing.

Methods and approach

Data were derived from the National Panel of Tobacco Consumer Studies (TCS Panel), a nationally representative sample of U.S. adults using cigarettes, cigars, and smokeless tobacco. In 2020, 3922 TCS Panel members were invited to participate in a survey, with 1989 completing it (57% weighted response). Weighted prevalence estimates with 95% confidence intervals and logistic regression models were calculated to identify predictors of coupon receipt and use.

Results

An estimated 41.7% of U.S. tobacco-using adults received a coupon for a tobacco product in the preceding 12 months, with 78.7% of recipients redeeming them. Cigarette coupons were most prevalent (34.3%), followed by smokeless tobacco (8.8%), e-cigarette (6.1%), and cigar (4.4%) coupons. Redemption rates varied by product type: cigarettes (76.8%), smokeless tobacco (63.9%), cigars (60.3%), and e-cigarettes (37.1%). Voluntarily providing contact information to receive coupons was the strongest predictor of both coupon receipt (odds ratio = 5.45) and coupon use (odds ratio = 1.94), with 31.6% of participants having provided such information. Many respondents received and redeemed coupons for multiple tobacco product categories.

Implications

Coupon receipt and redemption are prevalent behaviors among adults who use tobacco, with tobacco companies successfully employing multi-product promotional strategies. The strong association between voluntary contact information provision and coupon receipt and use indicates that tobacco industry efforts to establish direct consumer relationships through digital platforms and marketing channels are largely effective at facilitating sustained engagement. The receipt of coupons for tobacco products not currently used by consumers may facilitate progression to new product initiation or expanded tobacco use portfolios, representing a mechanism through which promotional strategies influence consumption patterns beyond existing user bases.