No more clipping: MSP discontinues coupon booklet

Among the many welcome amenities at Minneapolis-St. Paul International Airport are stores offering everything from books and gadgets to jewelry, handmade gifts and plenty of moose-themed and Made-in-Minnesota memorabilia.

As a bonus, there's no sales tax on clothing in Minnesota and there are still post-security lockers where you can stash your coat and carry-on bag while you browse.

Since 2008, the airport has also been offering passengers an often-refreshed coupon book filled with useful discounts and two-fers for dining and shopping at many concessions.

The booklet is available in paper and downloadable formats and includes offers ranging from a $1 off a foot-long Subway sandwich and 10% off your bill at T.G.I. Friday's to discounts on boot shines, Caribou coffee and a free bath or nail trim for pets staying overnight at the pet boarding and doggy care facility.

The current discounts end this month and, after that, so too will MSP's tradition of offering the coupon booklet.

"The coupon book first became available in response to the economic downturn," said airport marketing strategist Phoebe Larson, and with photography, printing, distribution and staff time, ended up costing the airport quite a bit to produce. "But when we looked at the data, we found that redemption numbers were quite low, less than 2%. Therefore, it no longer made sense to produce the book," said Larson.

The demise of the coupon book doesn't mean the end of deals for MSP shoppers. Retail shops often have in-store sales or discounted items and Larson said the airport is exploring new initiatives to replace the coupons, including some digital strategies, social media campaigns, sweepstakes and more in-airport events, such as the popular airport sidewalk sale that takes place each October.

Harriet Baskas is a Seattle-based airports and aviation writer and Paste BN Travel's "At the Airport" columnist. She occasionally contributes to Ben Mutzabaugh's Today in the Sky blog.