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Cupom vs. vale vs. cupão

Word practice demo
While cupom, vale, and cupão all generally translate to coupon or voucher in English, the choice depends heavily on regional dialect (Brazilian vs. European Portuguese) and the specific purpose of the document, such as whether it is for a discount, a fiscal receipt, or a prepaid credit.

Cupom

A2
This is primarily used in Brazilian Portuguese. It refers to a discount code used online or in stores, and arguably most importantly, it refers to the cupom fiscal, which is the standard tax receipt you receive after a purchase.
Você tem algum cupom de desconto para esta loja?
(Do you have any discount coupon for this store?)
Por favor, guarde o cupom fiscal caso precise trocar o produto.
(Please keep the tax receipt in case you need to exchange the product.)
O site não aceitou o meu cupom na hora de pagar.
(The website did not accept my coupon when it was time to pay.)

Vale

A2
Used in both Brazil and Portugal, this word relates to the verb valer (to be worth). It functions as a voucher, gift card, or a specific benefit provided by employers. It implies that the paper or card has a specific monetary value or service credit attached to it.
A empresa me dá um vale-refeição todo mês.
(The company gives me a meal voucher every month.)
No meu aniversário, ganhei um vale-presente da livraria.
(Note my birthday, I received a gift card from the bookstore.)
O motorista me deu um vale porque não tinha troco.
(The driver gave me an IOU note because he didn't have change.)

Cupão

A2
This is the standard word for coupon in European Portuguese (Portugal). It is rarely used in Brazil, where it might sound like an augmentative form of cupom. It usually refers to paper cuttings for discounts or contest entries.
Cortei este cupão do jornal para ganhar um prémio.
(I cut this coupon from the newspaper to win a prize.)
Apresente este cupão na caixa para ter 10% de desconto.
(Present this coupon at the checkout to get a 10% discount.)
Preencha o cupão com os seus dados pessoais.
(Fill out the coupon with your personal details.)

Summary

To choose the correct word, identify the region and function: use cupom in Brazil for discounts and receipts, use cupão in Portugal for discounts and contest slips, and use vale in any region when referring to vouchers, gift cards, or employee benefits like meal tickets.