Consumption Stimulus with Digital Coupons: Heterogeneity and Policy Design
Abstract
We study consumption stimulus using digital coupons, which provide time-limited subsidies contingent on minimum spending. Analyzing a large-scale program in China, we find that the program generates large and heterogeneous short-term effects. Consumption responses vary across both consumers and locations, reflecting both demand-side and supply-side factors. This heterogeneity shapes the incidence of the program: high-response consumers tend to patronize larger businesses, leading to a regressive allocation of stimulus benefits. Through counterfactual analysis, we show that targeting rules can reshape both the size and distribution of stimulus effects. Targeting the most responsive consumers can more than double the aggregate stimulus, while a hybrid design that combines targeted distribution with direct support to small businesses improves both efficiency and equity.
In brief
Who gets the coupons decides how much they stimulate, and whom they help.
Digital coupons, small subsidies that shoppers unlock by spending a bit more, gave a real but very uneven boost to spending. The typical person spent only a little extra each day, yet a handful spent five to eight times that much, and about a fifth spent less rather than more. Because the biggest spenders tended to patronize larger establishments, most of the stimulus flowed to big businesses rather than the small ones a downturn hits hardest, so the program did the least for the businesses that needed it most. That same variation, though, is a lever the government can pull. Directing coupons to the most responsive shoppers could more than double the total boost, and pairing such targeting with direct support for small businesses lifts both the size of the stimulus and its fairness.