Some sectors and companies are perfect for incentivising customers through voucher codes, although this is not a luxury afforded to all.

A new infographic from the Dutch arm of online coupon hub has outlined the clear winners and losers in terms of discount claiming on its European sites between January 2014 – January 2015. has translated the table and shone some light on the types of sectors which are enjoying great success with discounting across the Netherlands, Great Britain, Germany, Italy, France and Ireland. 

In the graph below, women’s clothing reports the highest average uptake across markets, on 13.72% of all discounts used. Men’s clothing is another big winner on 12.90%, with financial services lagging behind on 0.24%. 

What’s worth noting from the survey is a trend in voucher usage across everyday items such as fashion, gifts and products within the baby & child category. 

Much lower rates of usage across Europe are seen for big purchases like vehicles, short trips and financial products, although the overall saving could be much higher.    

It’s also worth mentioning that certain markets are bucking the trend in popular and not-so-popular categories. 

Vouchercloud’s data shows 15.81% of redeemed coupons in Britain are for purchases related to food and drink. This is nearly twice the amount as in Germany, on 8.13%, and way above levels of 1.96% and 2.93% in France and the Netherlands respectively.

French discount users are far more likely to use a coupon to earn money back on travel and accommodation, with 17.69% of redeemed coupons falling under this category, above a 9.85% average across the EU.

Coupon users in France were also happy to go against the grain with purchases relating to sport & fitness (8.48% vs 3.97% average for EU) and vehicles (7.37% vs 2.46% average for EU).

Far more consistency was seen in coupon redemption within the garden, electronics and health and beauty categories, highlighting steady usage across markets.