A report released by Valassis describes the findings of several surveys in order to explain consumer shopping habits, brand decisions and coupon usage, with specific emphasis on grocery shopping. Consumers aged 54 or younger are more likely to plan a major shopping trip on Saturday compared with those aged 55 or older prefer Friday. 72% of primary grocery shoppers are the female head of household, while 16% are the male head of household. Approximately 76% of all consumers prepare a list before shopping, and more than half use coupons to create their lists. Typical grocery expenditures range between $25 and $74 each week, and 75% of consumers visit grocery stores an average of four times per month. 83% of consumers clip coupons on a weekly basis and 53% read newspaper ads when preparing to grocery shop. This high percentage of consumers using coupons places significant value on newspaper and coupon advertisements.