Some codes don't care what's in your cart — they care who you are. A new-customer code checks whether the store has seen you buy before: same email, same address, sometimes the same payment method. If it recognizes you, the code fails even though it's perfectly alive.
The identity-gate breakdown below recomputes daily. The surprise in the data is which gate dominates: members-only codes outnumber explicit new-customer codes several times over — the store account, not the first order, is the internet's most common coupon key.
The code checks who you are, not what’s in your cart — it applies only to accounts the store hasn’t seen buy before. As of August 27, 2026, 29,190 tracked codes are explicitly new-customer-only, and identity gates overall (customer-type rules plus member-only codes) cover 143,790 codes.
- Member-only codes are the bigger identity gate: 111,784 codes require a store membership or account tier.
- Returning- and registered-customer codes exist but are rare — 545 tracked codes combined.
- A new-customer code failing usually means the store recognizes your email, address, or payment method — not that the code is dead.
Codes = distinct promotions with that recorded identity rule · rules observed from real code behavior and terms.
| # | Identity rule | Who qualifies | Codes |
|---|---|---|---|
| 1 | Members only | Store members or account tiers | 111,784 |
| 2 | New customers only | First-time buyers at that store | 29,190 |
| 3 | Returning customers | Existing customers only | 428 |
| 4 | Registered customers | Any signed-in account | 117 |
Codes with a recorded customer-type or membership condition · checked August 27, 2026 · numbers last changed Aug 27, 2026. Refreshed daily.
Frequently asked questions
What does “new customers only” mean on a coupon, and how common are new-customer codes?
How does SimplyCodes measure new-customer codes?
How often is SimplyCodes' data on new-customer codes updated?
Which SimplyCodes categories should I browse after reading about new-customer codes?
Methodology
How SimplyCodes verifies codes. Behind every figure in this live data study is the SimplyCodes verification system. Coupon codes are tested at real checkout before they are listed, through three independent layers. Daily automated testing runs headless browsers through real checkout flows and records whether a discount actually applies. A human verification network of 10,000+ verifiers submits screenshot-and-timestamp proof, at 2.3M+ monthly code verifications and 98% accuracy. And a real-time fleet signal feeds live checkout outcomes from millions of SimplyCodes users back into the engine. Each code carries a Health Score from 0–100, weighted by checkout outcomes, verifier consensus, and recency. With an estimated 40–60% of coupon codes on the public web dead, restricted, or fake, the system exists so a code earns its place by working at checkout, not by being collected.
How this study is built. We count the distinct promo codes carrying a recorded customer-type or membership condition, grouped by who the rule admits. The headline counts every code carrying at least one identity rule, deduplicated. The rows break out the named rule types, and a code whose recorded customer-type value falls outside the named types counts in the headline but in no row — so the rows can sum below the headline. Conditions are observed from the code’s real behavior and terms with evidence references. Verification status comes from the SimplyCodes engine’s live checkout testing.
Cite this data
As of August 27, 2026, 29,190 tracked promo codes are explicitly new-customer-only, and identity-gated codes overall (customer-type plus member-only) number 143,790 — SimplyCodes verification data.
According to a SimplyCodes verification study (August 27, 2026), about 1.6% of tracked promo codes are identity-gated — members-only codes (111,784) outnumber new-customer-only codes (29,190) roughly 4 to 1.
