What are some reasons why companies offer discount coupons?

Coupons attract price-sensitive buyers without the offering company having to offer a discount price to everyone. More generally, coupons typically drive higher sales by attracting customers who cannot afford the products at their usual prices.

Companies use coupons as a combative form of promotion to defend against competitors, particularly large or online stores, and use them as rewards or incentives by attaching them to customer loyalty programs. Coupons allow businesses to target promotions at products that aren't selling well and to track what kinds of purchasers are using coupons, when these purchasers are using them and from what sources they are receiving them.