Soup-To-Nuts Podcast: Consumer reliance on coupons rises with economic fallout from the pandemic

Ever since The Coca-Cola Co. offered the first coupon in 1887 for a free glass of Coke at “any dispenser of genuine Coca-Cola,” coupons have helped manufacturers drive sales, stores generated foot traffic and both build loyalty -- but pandemic-related shifts in where and how consumers shop and the economic fallout of lockdowns has changed how brands, stores and shoppers engage with coupons.