A coupon is a certificate with a stated value if it is used when purchasing a specified product in accordance with the coupon’s terms and conditions. The consumer presents the coupon to the retailer selling the product at the time of purchase. The retailer will reduce the cost of the product by the specified amount on the coupon.

Coupons are issued by manufacturers to give consumers immediate discounts on the purchase of the specified items, which may be virtually any product found in retail stores.

Most coupons are distributed to consumers in Sunday newspapers in the form of glossy inserts.