More than 270 billion coupons were distributed by manufacturers to consumers in 1989.

From that, American shoppers saved $3.5 billion on products purchased with coupons according to one of the largest coupon redemption agent in the world.They redeemed more than 7.1 billion coupons, with an average face value of all coupons being 49.7 percent, which is an 8.7 percent increase over 1988.

Manufacturers also paid retailers $568 million in coupon handling fees last year. The increase in coupon distribution is due to several factors:

- Manufacturers still believe coupons are an efficient tool in their promotional mix.

- And, more manufacturers began delivering multiple coupons on the same free-standing insert page.