优惠券（英语：Coupon），意义相同或近似的词汇还有“折扣券”、“购物券”、“代金券”、“礼品卡”等，是给持券人的在购买商品或进行其他商业活动时某种特殊权利的优待券。可能是实物券，也可能是某种特殊约定的记号（如在互联网上采用的代码等）。

Coupon 经常与 Voucher（消费券）搞混；前者是必须先消费才能取得折扣或赠品，后者直接可换取产品或服务。

商家或其他主体在发放使用优惠券时，一般不允许兑换成一般货币，只能针对某些地方使用，使用解释权由发票者负责。在某些商业活动中可能会涉及违法。

制造商或经销商常常在报纸、产品目录或宣传单上印制一些可剪切的小票，顾客可以使用这些小票在购物时享受一些折扣，这种小票在美国被称为Coupon。商人发行Coupon的行为在经济学上被认为是价格歧视，它使得消费能力或习惯不同的顾客得到不同的价格，一般并无贬义。

In marketing, a coupon is a ticket or document that can be redeemed for a financial discount or rebate when purchasing a product.

Customarily, coupons are issued by manufacturers of consumer packaged goods or by retailers, to be used in retail stores as a part of sales promotions. They are often widely distributed through mail, coupon envelopes, magazines, newspapers, the Internet (social media, email newsletter), directly from the retailer, and mobile devices such as cell phones. Since only price conscious consumers are likely to spend the time to claim the savings, coupons function as a form of price discrimination, enabling retailers to offer a lower price only to those consumers who would otherwise go elsewhere. In addition, coupons can also be targeted selectively to regional markets in which price competition is great.