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Hi ! Steve
If the main aim of your site is to offer discounts then discounts would be the best keyword as vouchers can cover other areas such as gift vouchers.
discounts serves its purpose IMO
Coupons as the most companies bidding on this term as a keyword and vouchers the least, so if you plan on using say Google ads to promote your site on the side of search engine results then vouchers would be your cheapest option.
Goodluck ! Doodlebug.
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