Collapse of the 'Coupons Rule All' Trend Among Gen Z in Retail App Notifications: Latest Survey on Supermarkets, Department Stores, and Drug Stores
A survey by iRidge involving 4,016 respondents reveals that Gen Z's interest in retail app coupons is plummeting. Young consumers now prioritize in-store experiences and exhibit seamless OMO behaviors, often purchasing online after receiving push notifications.
📋 Article Processing Timeline
- 📰 Published: April 23, 2026 at 20:00
- 🔍 Collected: April 23, 2026 at 11:31
- 🤖 AI Analyzed: April 23, 2026 at 11:55 (24 min after Collected)
iRidge, Inc. (Headquarters: Minato-ku, Tokyo; President and CEO: Kentaro Oda; TSE Growth: 3917; hereinafter "iRidge"), which has a track record of over 300 projects in OMO app development, marketing support, and solution implementation aimed at store traffic generation and sales promotion, announces the results of a "Survey on Smartphone App Push Notifications" targeting 4,016 males and females aged 15 to 69.
In this survey, a questionnaire was administered to 4,016 men and women of all ages nationwide who use smartphones. A more detailed survey on the usage of push notifications was conducted among 375 respondents who stated they receive push notifications from representative retail apps. Full survey results are available in our white paper.
White paper: https://iridge.jp/content/report_usage-push-notifications-2025-retail/
■ Survey Results Digest
- The dominance of "Coupons," which was previously the top choice across all generations and three retail sectors, has collapsed among Gen Z.
- What people in their 30s and under expect from department store/commercial facility notifications is "Experience."
- Surprising behavior revealed: About 30% of young people take unexpected actions triggered by push notifications.
Collapse of the 'Coupons Rule All' Trend Among Gen Z in Retail App Notifications
- Regarding the desired content of push notifications, "Coupons," which ranked 1st across all age groups in all three retail sectors in last year's survey, saw a significant drop among those in their teens and 20s (Gen Z) in this survey.
- While point campaigns and sales, which are popular among those 30 and over, also ranked high for teens and 20s, it became clear that young people have a high interest in experience-based consumption (Koto-shohi), such as in-facility/in-store events and restaurant campaigns.
- Among those aged 30 and older, coupons remain deeply popular. In drug stores particularly, 60% answered that they want to receive coupon notifications.
What People in Their 30s and Under Expect from Department Store/Commercial Facility Notifications is "Experience"
- The most desired notification content from department store and commercial facility apps is "Coupon notifications."
- Furthermore, particularly for department store/commercial facility apps, many items showed a lower response rate compared to the previous year's survey.
- Department store/commercial facility apps tend to be judged more severely than other sectors regarding the previously published "number of notifications per day that feels annoying," suggesting that the volume of push notifications may be perceived as excessive.
* The link to the relevant survey is provided in the survey items section at the end.
- Looking at the data by age group, the response rate for "Coupon notifications" increases among those in their 40s and older.
- On the other hand, among the relatively young generation in their teens to 30s, "In-facility/in-store events" ranked high, indicating a strong need for experiences at facilities and stores.
Surprising Behavior Revealed: About 30% of Young People Take Unexpected Actions Triggered by Push Notifications
- Overall, the most common actions taken prompted by a push notification were "Accumulated points" and "Used points." Particularly among those 30 and older, "Accumulated points" ranked 1st across all three retail sectors.
- Excluding point-related actions, many respondents in their 30s and older answered that push notifications prompted them to "Visit the store and purchase sale items," tying for 1st place for department store/commercial facility apps.
- Among those in their teens and 20s, across all sectors, about 30% answered that they "Purchased non-sale items online/on e-commerce platforms."
- This shows that among the younger generation, push notifications lead not only to purchases in physical stores but also to impulse buys and purchases of full-priced items online.
Comment
This survey highlighted the reality that the "uniform distribution of coupons," long considered the standard for push notifications in retail apps, is being re-evaluated, especially among the younger generation. For Gen Z in particular, the value of experiences, such as exclusive events, is prioritized over mere discounts. Furthermore, seamless consumer behavior (OMO) that melts the barrier between online and offline is beginning to take root, where a notification from an app primarily used for physical stores acts as a starting point for purchasing products online (EC).
As the number of consumers who value time-performance (Tai-pa) and are strict about unnecessary notifications increases, there is a demand to upgrade apps from being mere digital flyers to offering optimal experience and purchasing proposals tailored to each individual's context. iRidge will continue to contribute to solving corporate challenges and driving business growth through "APPBOX," which realizes optimal customer communication, and UI/UX support.
Survey Items
1. Usage trends of apps and push notifications
* Reference release/white paper: https://iridge.jp/news/202603/41016/
- Basic info - iPhone / Android usage ratio
- Basic info - Number of apps possessed
- Categories of frequently used apps
- Push notifications
In this survey, a questionnaire was administered to 4,016 men and women of all ages nationwide who use smartphones. A more detailed survey on the usage of push notifications was conducted among 375 respondents who stated they receive push notifications from representative retail apps. Full survey results are available in our white paper.
White paper: https://iridge.jp/content/report_usage-push-notifications-2025-retail/
■ Survey Results Digest
- The dominance of "Coupons," which was previously the top choice across all generations and three retail sectors, has collapsed among Gen Z.
- What people in their 30s and under expect from department store/commercial facility notifications is "Experience."
- Surprising behavior revealed: About 30% of young people take unexpected actions triggered by push notifications.
Collapse of the 'Coupons Rule All' Trend Among Gen Z in Retail App Notifications
- Regarding the desired content of push notifications, "Coupons," which ranked 1st across all age groups in all three retail sectors in last year's survey, saw a significant drop among those in their teens and 20s (Gen Z) in this survey.
- While point campaigns and sales, which are popular among those 30 and over, also ranked high for teens and 20s, it became clear that young people have a high interest in experience-based consumption (Koto-shohi), such as in-facility/in-store events and restaurant campaigns.
- Among those aged 30 and older, coupons remain deeply popular. In drug stores particularly, 60% answered that they want to receive coupon notifications.
What People in Their 30s and Under Expect from Department Store/Commercial Facility Notifications is "Experience"
- The most desired notification content from department store and commercial facility apps is "Coupon notifications."
- Furthermore, particularly for department store/commercial facility apps, many items showed a lower response rate compared to the previous year's survey.
- Department store/commercial facility apps tend to be judged more severely than other sectors regarding the previously published "number of notifications per day that feels annoying," suggesting that the volume of push notifications may be perceived as excessive.
* The link to the relevant survey is provided in the survey items section at the end.
- Looking at the data by age group, the response rate for "Coupon notifications" increases among those in their 40s and older.
- On the other hand, among the relatively young generation in their teens to 30s, "In-facility/in-store events" ranked high, indicating a strong need for experiences at facilities and stores.
Surprising Behavior Revealed: About 30% of Young People Take Unexpected Actions Triggered by Push Notifications
- Overall, the most common actions taken prompted by a push notification were "Accumulated points" and "Used points." Particularly among those 30 and older, "Accumulated points" ranked 1st across all three retail sectors.
- Excluding point-related actions, many respondents in their 30s and older answered that push notifications prompted them to "Visit the store and purchase sale items," tying for 1st place for department store/commercial facility apps.
- Among those in their teens and 20s, across all sectors, about 30% answered that they "Purchased non-sale items online/on e-commerce platforms."
- This shows that among the younger generation, push notifications lead not only to purchases in physical stores but also to impulse buys and purchases of full-priced items online.
Comment
This survey highlighted the reality that the "uniform distribution of coupons," long considered the standard for push notifications in retail apps, is being re-evaluated, especially among the younger generation. For Gen Z in particular, the value of experiences, such as exclusive events, is prioritized over mere discounts. Furthermore, seamless consumer behavior (OMO) that melts the barrier between online and offline is beginning to take root, where a notification from an app primarily used for physical stores acts as a starting point for purchasing products online (EC).
As the number of consumers who value time-performance (Tai-pa) and are strict about unnecessary notifications increases, there is a demand to upgrade apps from being mere digital flyers to offering optimal experience and purchasing proposals tailored to each individual's context. iRidge will continue to contribute to solving corporate challenges and driving business growth through "APPBOX," which realizes optimal customer communication, and UI/UX support.
Survey Items
1. Usage trends of apps and push notifications
* Reference release/white paper: https://iridge.jp/news/202603/41016/
- Basic info - iPhone / Android usage ratio
- Basic info - Number of apps possessed
- Categories of frequently used apps
- Push notifications