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last year Americans used some 2.2 billion coupon sounds like a lot right not when you consider that there were over 320 billion paper coupons left in apartment lobbies stuffed into mailboxes and flipped into newspapers yet almost all of them 99.6% end up in the same place the trash the humble printed coupon is clearly in long-term decline in part because smartphones have made digital coupons more popular and yet manufacturers spent over 1.1 billion dollars in 2016 just to print paper coupons and billions more to distribute them why coupons are versatile weapons and the chess game between manufacturers and retailers basically they can be used as both a carrot and a stick the counterpart works like this a manufacturer tells a retailer carry my product and knowledge you a special coupon that consumers can only use it your store which should drive traffic to your business the stick on the other hand is aimed at a reluctant retailer who refuses to carry a manufacturers product the manufac
