Most coupons fall into four general buckets: 1) a precise dollar value off, 2) a percentage off, 3) a buy-one-get-one-free offer (technically a percentage off, but worded differently enough to warrant its own classification), and 4) a specific in-kind offer, typically including the word “Free” in the title (i.e., “Free Egg Roll w/Purchase”).

Which types of coupons are most common? Quick and precise answer*: specific dollar amount:  49%, percentage off: 27%, in-kind offer: 19%, and BOGO: 5%.

Dollar amount coupons are very easy to communicate: $1 Off and 20% Off a $5 item are the same way of saying the same thing. But the $1 example seems more tangible, which likely goes far in explaining the far more common usage.

In-Kind offers can be very effective, but of course depends on your inventory. Most businesses can think of *something* to offer for free, that makes natural sense in conjunction with a sale: a free bottle of shampoo with a haircut and style, a free tire gauge with an oil change, etc.  Even just a free consultation can count as something meaningful, for free.

BOGO is relatively rarely used, due to its limited range. Many items just can’t be offered in this manner. It’s also a fairly high percentage off. However, it can be absolutely perfect for pre-seasonal clearance efforts.

Any of the types could be good, in their own ways. Your line of business, inventory status, and/or availability all go into consideration.   

* Based on the approximately 15,000 coupons on Couponfield.com as of October 1, 2011.