Direct mail keeps showing up in the data as something people actually use, not just tolerate. The 2026 Clipp Readership Study, fielded in July 2026 among 1,008 respondents, gives us a fresh look at how consumers discover savings, how they treat Clipp magazine when it lands in the mailbox, and what still gets a cover opened. Paired with new USPS and ANA data on the broader direct mail channel, the picture for 2026 is a channel that’s holding its ground against digital, not losing to it.
Where consumers actually look for savings
When consumers were asked where they discover deals and savings, three sources led the pack and they were close: email promotions (54.7%), direct mail (53.8%), and grocery loyalty programs (50.9%). Social media, Google search, and deal apps all trailed behind.
But awareness isn’t the same as reliance. When asked which single source they rely on most, direct mail moved into second place overall at 14.9%, edging out email promotions (13.6%) and trailing only grocery loyalty programs (16.4%). People may notice more offers through email, but more of them are leaning on the mailbox to actually make a purchase decision.
Open rates hold steady
93% of households open and look through Clipp when it arrives, essentially flat against a strong multi-year run (95% in 2025, 92% in 2024). Looking only at the person who actually opens it themselves, that figure is 88%.
The emotional response backs this up. Across all recipients, 43% say they feel curious when Clipp arrives, more than double the number who say they’re neutral about it or plan to toss it. Narrow that to people who open the magazine, and curiosity climbs to 46%, with another 24% saying they’re excited to look through it. The people who don’t open it, by contrast, mostly land on neutral (37%) or straight to the trash (30%) – a small, distinct group rather than a sign of broad fatigue.
Coupon habits: frequent, if a little more selective
Coupon usage overall is up: 90% of consumers use a discount or promotional offer at least once a month, and 75% do so every two weeks or more often.
Among people who open Clipp specifically, 62% use a Clipp coupon once a month or more. Shelf life tells a similar story: 57% keep the magazine or its coupons for at least a week to two months, or until the next issue arrives.
What actually gets the cover opened
Three drivers stand out well above the rest: featuring brands people already like or use (48.6%), advertising large savings of 50% or more (43.6%), and including a free item inside (42.5%).
Cover messaging tells a consistent story. “Coupons and savings inside” was the clear favorite at 48.4%, followed by “Local restaurant and dining deals” at 40.1%. Consumers want the value proposition stated plainly, not teased.
Consumer favorite categories in 2026
The top five offer categories consumers most want to see are unchanged from recent years: groceries, fast-food or quick-serve restaurants, sit-down restaurants, big-box retailers, and entertainment or family fun. Pet care products and services moved up to #7 this year, and travel or vacation offers entered the top 10 for the first time at #8 – both worth watching for advertisers in those verticals.
Clipp.com and the bridge to digital
Among consumers who’ve purchased a restaurant deal online, Clipp.com ranks second only to Groupon, at 29.6% – well ahead of Restaurant.com (20.9%) and LivingSocial (11.5%). The top reason people pull the trigger on a deal is simple: it was too good to pass up (46.6%), followed by familiarity with the business (34.6%) and proximity (32.5%).
Once someone buys on Clipp.com, they tend to come back: 80% purchase a few times a year or more. Satisfaction is high across the board – 93% said creating an account and checking out was easy, 91% said the deal was worth what they paid, and 90% said they’d purchase from Clipp.com again.
The broader direct mail picture in 2026
The Clipp data doesn’t sit in isolation. USPS reports that Marketing Mail volume totaled 56.8 billion pieces in fiscal year 2025, and Marketing Mail revenue actually grew 2.3% even as volume dipped slightly year over year – a sign advertisers are investing in smarter, more targeted mail rather than simply mailing more of it.
When USPS discussed the state of the channel with the Association of National Advertisers in late 2025, it pointed to the ANA’s 2025 Response Rate Report (based on 181 respondents), which put average direct mail ROI at 56% for house lists and 67% for prospect lists – among the strongest returns of any channel marketers track.
Quick answers
What percentage of people open Clipp magazine? 93% of households open and look through Clipp, per the 2026 Clipp Readership Study.
How often do consumers use coupons in 2026? 90% use a coupon or promotional offer at least once a month, and 75% do so every two weeks or more.
Is direct mail still effective in 2026? Yes. USPS Marketing Mail revenue grew 2.3% in fiscal year 2025 even as overall volume dipped, and direct mail is the second most relied-on source of savings information among consumers, behind only grocery loyalty programs.
Where does Clipp.com rank among deal sites? Second, behind only Groupon, among consumers who have purchased a restaurant deal online.
Survey says: direct mail still earns its place
The 2026 Clipp Readership Study reaffirms what the last several years of data have shown: consumers open Clipp, use what’s inside, and come back for more. Combined with USPS’s own volume and revenue trends and the ANA’s ROI benchmarks, the case for direct mail in a 2026 marketing mix is as strong as ever.
If you’re weighing the best way to reach your customers, or just want to talk direct mail strategy, contact your local Clipp representative today.
Sources: 2026 Clipp® Readership Study, July 2026 (n=1,008); USPS Postal Facts, “Marketing Mail volume,” May 15, 2026; U.S. Postal Service, Fiscal Year 2025 Financial Results, Nov. 14, 2025; Association of National Advertisers, “USPS: Direct Mail as a Data-Driven Performance Channel,” Oct. 16, 2025 (citing the ANA 2025 Response Rate Report).