- Montana leads the states that miss the most on promo codes, with $39M in potential savings for every 100K buyers.
- Arkansas has the highest saving potential at the state level, with $8.4B to be saved on discounts.
- The state with the biggest online shopping industry in the top 10 is Oklahoma, with $10.3B spent annually.
With the global mobile coupon market valued at $727.3B, promo codes became a key part of shopping. A recent study by Sparrow conducted a nationwide analysis of discounts to identify the U.S. states where people miss out on promo-code savings the most. The final ranking orders the states from the highest potential savings per 100K to the lowest. The analysis highlights the states where people can save the most and offers hacks to gain the most from offers and promotions.
Here is the summary of the findings:
| State | Total Sales (M $) | Discounts Used (Ms) | Potential Discounts* (Ms) | Potential Saving (Ms) | Potential Saving per 100K (Ms) |
| Montana | $3,447 | $417.56 | $861.70 | $444 | $39 |
| Alaska | $2,120 | $250.60 | $530.07 | $279 | $38 |
| Hawaii | $3,894 | $444.14 | $973.56 | $529 | $37 |
| Maine | $4,433 | $602.26 | $1,108.24 | $506 | $36 |
| Wyoming | $1,717 | $244.31 | $429.22 | $185 | $32 |
| Idaho | $5,205 | $703.04 | $1,301.32 | $192 | $30 |
| Vermont | $1,913 | $285.76 | $478.17 | $598 | $30 |
| Iowa | $8,874 | $1,276.24 | $2,218.60 | $942 | $29 |
| Arkansas | $7,702 | $1,032.62 | $1,925.48 | $8,460 | $29 |
| Oklahoma | $10,330 | $1,423.89 | $2,582.43 | $556 | $29 |
You can access the full research data by following this link.
*To calculate the potential discounts, the study applied a nationwide average of 25%, calculated from typical price reductions offered (such as seasonal sales and promotions), and compared it to the actual discounts distributed.
The U.S. state where buyers can save the most on promo codes is Montana, with $444M in potential savings, or $39M per 100K buyers. Discounts used by buyers here average at 12.1%, saving $417 M on shopping annually, but it is less than half of what Montana residents can save.
Alaska ranks 2nd on the list of states where buyers miss out on promo codes the most, with $38M in potential discounts. Alaska residents save over $250 M by using discounts, but there is a potential for $279M more to save, over 50% than right now, similar to Montana.
In third place is Hawaii, missing out on $529M in discounts for the state and $37M for every 100K buyers. Hawaii residents miss out on the bigger sales more than in other states, with used promo codes giving an average discount of 11.4%, the lowest discount rate in the top 10.
Maine takes fourth place, with a rate of $36M missed on promo codes. The state spends over $4.4 B on online shopping and saves $602 M on discounts. The state residents are still underutilizing the promo codes, with $506 M of saving potential.
Wyoming is fifth in the ranking of the U.S. states, missing out on promo codes the most, with $32 M in discounts not used per 100K buyers. Wyoming residents use promo codes better than in most other states, in the top 10, with an average used discount of 14.2%, which helps people to save $244 M on shopping here.
Idaho and Vermont share sixth place, with $30M missed. The states differ in their shopping habits, with Vermont using the discounts the best in the top 10, with almost 15% saved on average. In Idaho, online shopping is a much bigger industry, with $5.2 B in annual sales, but both states miss a lot of discounts and promo codes, which leads to unnecessary money spending.
Iowa, Arkansas, and Oklahoma are tied for seventh place, with each state missing $29M in promo code discounts per 100K residents. Arkansas can get the most out of discounts on the state level, with $8.4 B that can be saved through discounts. In Oklahoma, promo codes can expand on the already biggest online shopping industry in the top 10, with its $10.3 B in annual sales.
A spokesperson from Sparrow commented on the study: “Most people pay attention to promo codes only during Black Friday or big sales, while missing out on many everyday promotions and discounts that can save up to 25% time after time”.
Expert tip 1: Following Brand Accounts on Social Media Pays Back
Brands frequently use social media to announce surprise promotions and hidden savings. Keeping an eye on their Instagram or Twitter feeds can give you a head start on short-lived deals, sometimes even before the general public knows they’re live.
Expert tip 2: Local Stores Offer Higher Discounts
While bigger chains offer big discounts only on a few particular days, like Black Friday, local stores try to attract new customers with regular sales, gift purchases, and combo deals. Looking for local stores can help to save 20-25% on many purchases.
Expert tip 3: Leave Your Online Cart for a While
Retailers use high-pressure tactics and track shopping carts and browsing behavior to urge customers to buy their products, but it can also be used to get discounts. The shops often send follow-up messages, including a bigger discount, to encourage customers to buy the abandoned products.
