Ethnic populations are growing in numbers throughout the United States, and retailers today are challenged to develop promotional strategies to reach these consumers. Couponing is one particular sales promotion activity to which ethnic consumers have historically responded poorly. This study examines the responses of African-American and Anglo-American consumers to four types of retail sales promotion-coupons, product displays, feature advertisements, and price discounts. Results show that significant differences exist between African- and Anglo-Americans only in their use of'cents-off'coupons. One implication is that there are possibly some media-related factors contributing to this outcome, since using coupons is the one promotion activity involving media exposure outside of the retail establishment. Thus, there is a need for retailers to plan promotional strategies so that they are effective in reaching the particular ethnic markets which they serve.