DISCOUNT COUPONS: WHEN TO GIVE % OFF VS $ AMOUNT OFF

Summary from the TLDR Marketing newsletter

Percentage coupons are more effective for store-wide promotions than fixed amount discounts. In an analysis of over 70,000 grocery orders, percentage coupons led to 42% more customer spending, 56% larger basket sizes, and 50% more profitability compared to fixed amount coupons. Fixed amount coupons work better for discounts on specific products or brands because they are easier for customers to calculate. Very large discounts, such as 60%, can hurt sales if customers doubt product quality.