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

Abstract Introduction This study examines the prevalence and correlates of receipt and use of discount coupons for cigarettes, cigars, smokeless tobacco, and e-cigarettes, reasons for coupon use, and likelihood of future tobacco product purchases among U.S. adults who use tobacco. Methods Data were from the National Panel of Tobacco Consumer Studies (TCS Panel), a nationally representative sample of U.S. adults who use cigarettes, cigars, and smokeless tobacco. TCS Panel members (n = 3922) were invited to participate in a survey in 2020; 1989 participants (57% weighted) completed it. Weighted prevalence estimates with 95% confidence intervals (CIs) and logistic regression models were calculated. Results An estimated 41.7% of U.S. adults who use cigarettes, cigars, and smokeless tobacco received a coupon for a tobacco product in the past 12 months; of those, 78.7% redeemed them. Most received cigarette coupons (34.3%), followed by smokeless tobacco (8.8%), e-cigarette (6.1%), and cigar (4.4%) coupons. Coupon use is high among recipients: cigarettes (76.8%), smokeless tobacco (63.9%), cigars (60.3%), and e-cigarettes (37.1%). Many provided contact information to sign up for coupons (31.6%)—the strongest predictor of coupon receipt (odds ratio OR = 5.45) and coupon use (OR = 1.94). Conclusions Coupon use and receipt is common among adults who use tobacco; they often receive and use coupons for multiple tobacco products, illustrating how tobacco companies cross-market products. Findings suggest tobacco companies’ efforts to reach customers and keep them engaged through discount offers are largely successful. Implications Providing contact information is the strongest single factor determining tobacco coupon receipt and use, suggesting tobacco companies are largely successful at building relationships with consumers through electronic apps or other means and at keeping consumers engaged by regularly offering discount and coupons. Many who use tobacco receive and use coupons for tobacco products that they may not currently use, perhaps prompting progression to new product initiation.