See an original Coca-Cola coupon—one of the earliest surviving coupons used in America—that helped popularize the soda brand in its early days.

An estimated 91% of all Americans had used a coupon at least once as of 2022

Coupon use accelerated during the Great Depression, when the US unemployment rate reached nearly 25 percent. While coupons were invented in the late 1800s, they became more popular during the Depression as a way to stretch household budgets during the era’s economic hardships. Companies soon began distributing coupons via newspapers and women’s magazines.

Expanding supermarket chains began offering coupons to attract customers in the 1940s

This was partially a customer acquisition strategy devised to lure customers into chains and away from their local independent grocers.

62% of online shoppers search for coupons or discount codes before making a purchase

Capital One estimates that 169.2 million Americans redeemed digital coupons in 2025. The bank compiled many different coupon statistics on how both shoppers and businesses used coupons last year, most of which reveal the increasing dominance of digital coupons over physical ones.

The typical US household could lower its household costs by 6.4% by using coupons

The study looked at coupons for food, household items, entertainment, and clothing, as well as other expected expenses. The grocery store category offered the largest amount of savings at around $316 annually.

In 2020 digital coupons accounted for 29.3% of all coupon redemptions

That’s compared to 28% for physical coupons, representing the year the balance of power shifted in digital’s favor. The COVID-19 pandemic era’s lockdowns increased online shopping, which accelerated digital coupon adoption.

From 2011 to 2012, a show about 'Extreme Couponing' aired on TLC

The television show gave viewers an inside look at the lives of Americans who treated couponing like an extreme sport. These people would often stockpile hundreds of products they acquired via deals found on coupons in their homes.

Paper coupon suppliers and major newspaper insert distributors are in decline

Given the uptick in digital coupon adoption, sellers who offered coupon inserts or individual coupons for sale online have been closing up shop in recent years.

The Paypal-owned Honey app and RetailMeNot are popular places consumers find digital coupons today

With digital coupons overtaking physical ones as the most commonly redeemed coupons, customers flock to these sites and apps for coupons and discount codes, often checking multiple of them before making an online purchase.

The drink that became Coca-Cola was originally called 'Pemberton's French Wine Coca.'

The long-lost art of coded postage stamps

In the 1800s, the postcard was a relatively new phenomenon, as was the post office. In the burgeoning system, recipients of mail had to sometimes pay prohibitively costly fees to receive it. So to get around the fees, a system of placing stamps on the envelopes in specific ways to communicate—a simple yes or no—was devised by clever mailers and expanded and codified by postcard companies into guides. Learn about the fascinating system here.

Coca-Cola was created during a patent medicine boom

A "patent medicine" is a proprietary medicine that is ostensibly created and marketed under a patent, and, crucially, is available without prescription.

Regular coupon users pay less attention to the actual price of what they’re buying

The psychology of coupon users can feel counterintuitive: Research suggests regular coupon users actually prioritize coupon availability over actual price comparisons.

A couple was once sent to prison for running a $31.8M extreme couponing fraud scheme

Investigators found fake coupons in “every crevice” of husband and wife duo Pacifico Talens Jr. and Lori Ann Talens’ home. The couple was sent to prison and are serving a combined 19 years.

Bed Bath and Beyond’s 20% off coupon had a cult following

The home goods store’s most fervent fans loved these coupons so much that some bought them in batches on eBay. The FBI even reportedly found one of these big blue coupons in famous mobster Whitey Bulger’s junk drawer. (Some users may experience a paywall.)

Coca-Cola began developing Diet Coke to compete with a diet cola called Tab

Launched in 1963, Tab was successful in part because of its diet-conscious branding, with the name "tab" referring to the idea of "keeping a tab on your weight." Diet Coke made its debut in 1982.

The history of credit cards begins with the 'Fresno Drop.'

On a 1958 morning in Fresno, California, about 60,000 people woke up to find a strange rectangular piece of plastic on their doorstep without explanation. Those chosen for the "Fresno Drop" didn't know it yet, but Bank of America was behind the credit card delivery stunt.

Unlike its Mexican counterpart, American Coca-Cola contains high-fructose corn syrup rather than sugar

There are a few reasons why American Coke turned away from sugar in the 1980s, but none of them are related to consumer health. This Reader's Digest article breaks down the history behind Coke's recipe change, explaining why the company continues using high-fructose cough syrup.

Visualize how Coca-Cola's secret formula has changed over time

Coca-Cola contained small amounts of cocaine until the early 1900s—but that's not the only time Coca-Cola has altered its recipe over the years. For instance, Coca-Cola transitioned from cane sugar to high-fructose corn syrup in the 1980s.

How the Great Depression still shapes the way Americans eat

From fortified foods to nutrition labels, the legacy of an early financial crisis lives on in kitchens across the United States. Ethnic foods with their (supposedly) hunger-triggering spices were vilified and considered “stimulants” along the lines of caffeine and so, in their stead came prune puddings, canned-meat stews, and dairy-heavy vegetable casseroles featuring America’s first fortified foods. Read more here.

The namesake of the Ponzi Scheme, Charles Ponzi made an estimated $15M from running a fake international arbitrage scheme in the 1920s.

Visualize the 5,000-year history of consumer credit in one infographic

Consumer loans for agriculture were likely first used around 3500 BCE, but modern consumer credit took many more centuries to be established. England's credit reporting system, for instance, dates back to the early 1800s when a group of English tailors began swapping information about customers who failed to settle their debts.

Coca-Cola and Pepsi have a fierce rivalry

And it's been that way for a long time—both of the sodas were created in the late 1800s in the South. Pepsi was created by Caleb Bradham, and was originally called "Brad's Drink."

The concept of CDs dates back to the 1600s in Europe

Banks in the US started issuing CDs in the early 1800s as the banking system began to take shape following the Revolutionary War. The federal government did not formally insure CDs until the FDIC was formed in 1933.

Reforms reducing postage rates helped popularize Valentine's Day cards

In 1845, Congress voted to slash postage rates, paving the way for larger swaths of the American public to send and receive mail. This convenience was capitalized on by paper and stationery sellers who sought to profit from the holiday. Esther Howland's New England Valentine Company was the first major commercial producer of valentines in the US, but Hallmark followed a few decades later.

Digital coupon platform Groupon IPO'd in 2011 at a $17.8B market cap, but as of 2024 was worth just $103M—a 99.4% decrease.

John Pemberton only sold roughly 25 gallons of Coca-Cola syrup in its first year

That equates to roughly 9 drinks per day. But once he brought it to pharmacies that hooked the syrup up to their soda fountains, sales increased significantly, with roughly 2,000 gallons being sold two years later. This video about Coca-Cola's early history is narrated by actress Jenny Slate for a Comedy Central series called "Drunk History," so not all of it is intended to be entirely factually accurate.

Credit reporting's earliest origins in the 1700s resemble a game of telephone, with rural merchants asking their most esteemed neighbors to vouch for them to sleuthing urban lenders.

From 'Yankee cheddar' to American cheese

From "Yankee cheddar" to Kraft Singles, American cheese has a long history shaped by innovation and economics. Originally a cheddar export, it evolved into the processed slices we know today—thanks to a 1916 patent. And in the 1980s, it became “government cheese,” distributed to millions.

Hear about the 250-year history of the US Postal Service, complete with some of its strangest deliveries, important innovations, and the figures that made it an American institution.

Learn the history of food science breakthroughs from the 20th century

Long after humans developed the means to produce sufficient food to feed civilizations, scientific research focused on a wide variety of objectives, such as developing methods to preserve food quality (accomplished via frozen food), speeding up cooking (leading to the microwave), and lowering the cost of sweetening food, which high fructose corn syrup provides.

Monsanto got its start in the early 1900s producing saccharin

The company was originally called Monsanto Chemical Works and was founded in 1901 by John Francis Queeny who was then a wholesale drug buyer. He named the company Monsanto for his wife's maiden name. At first, the company began producing saccharin with borrowed equipment and secondhand machines, aiming to produce domestically what was then being imported from Germany. (Some users may encounter a paywall.)

Pre-coin currencies like shells were subject to counterfeiting

While it is difficult to pinpoint the very earliest form of money that was used, a type of shell called cowrie shells were used as currency as far back as 3300–2000 BCE. These shells were imitated using ivory, bone, clam shells and more.

The food processing techniques developed for World War II, later repurposed for consumers

Research projects funded or sponsored by the military led to the development of active dry yeast to make bread easier to bake and an improved version of dehydrated cheese, which would be used in powdered cheese snacks. Freeze-drying, which had been used to ease the transport of blood plasma to battlefields, where it would be reconstituted with water, was later used on fruit for cereals.

CostCo's low-cost hot dogs: The strategy of 'loss leaders'

Wholesale food distributors like Sam's Club, BJ's, and CostCo place a premium on cutting costs for their consumers to cultivate brand loyalty. Enter CostCo's enduring $1.50 hot dog and soda combo. It's a classic example of a so-called "loss leader," a product a company loses money on but which keeps customers coming back for more. Learn the history of wholesalers and how selling over 200 million hot dogs in a year builds CostCo's brand.

The term ‘mortgage’ was born out of the French word for ‘dead pledge’

Borrowing money to buy a house has been a global practice since the Romans in the fifth century BCE. But before the mortgage, there was the “dead pledge,” which labeled the property as “dead” to the borrower until they paid off their loan to the lender.

The US has used a wide variety of different currencies between the 1690s and today

From colonial money to national banknotes, people have used all kinds of forms of currency throughout the history of the United States before settling on the dollar bills and quarters that we pay for things with today.

Leaving cookies for Santa became popular in America during the Great Depression.

'This American Life' once tried to recreate the original recipe for Coca-Cola

Given that the Coca-Cola formula is one of the company's most closely-guarded secrets, the radio show's team was surprised to come across a 1979 newspaper article with what looked like the original recipe for Coke.