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Daily deals are prepaid online coupons or vouchers that offered steep price discounts (anywhere from 20% to 70% off) at local businesses such as restaurants, nail salons, and sky-diving operators. Pioneers such as Groupon and LivingSocial have leveraged today’s social media and smart phones era to amass large consumer subscribers who opt in to receive these e-mail deals from local merchants. While U.S. consumer spending on daily deals could grow to over $5.5 billion by 2016, scholarly research on this social coupon is rather limited. To help narrow this literature gap, we investigated differences between daily deal subscribers-only (nonpurchasers), very satisfied purchasers, and all other daily deal purchasers in the context of their perceived value/attractiveness and skepticism of daily deals, discount size sought, and consumers’ value to merchants offering daily deals. Our online survey netted 329 …