'He Buys, She Shops': Are Men and Women Really Different When it Comes to Shopping?

There are a lot of stereotypes surrounding perceived differences between men and women. In 1992, American author John Gray coined the now-popular phrase, "men are from Mars, women are from Venus," suggesting that men and women come from different planets and are therefore  fundamentally different because of their sexes. Gray's assertion, while well received as he sold millions of copies of the book of the same phrase, also scored criticisms especially from those who assert that the perceived gender differences are a result of a social construction. 

While gender-related behavioral differences continue to draw debates in and outside the academe, there have been studies and surveys suggesting the idiosyncrasies of the sexes. 

In 2007, a study by consumer experience consultancy firm Verde Group drew a distinction between the attitudes and motives of men and women shoppers. Companies have also taken into account these perceived behavioral patterns and differences into their marketing campaigns—from advertising styles down to customer service.

So, are men and women really different when it comes to shopping? Let us take a look at what some studies and surveys say about gender differences and how they could influence purchasing behaviors.

Women Buy More (Especially With Discounts)

Women tend to buy more than males. According to Bridget Brennan, founder of strategic advisory firm Female Factor and author of several books on consumer patterns, said females shop more than the other sex because they buy things not only for themselves but for their friends and families.

Additionally, women are likely to look for discount coupons and promotions when shopping. They see this as an exciting opportunity to buy their favorite brands or purchase “Buy 1 Get 1 free” gifts for friends and family.

Men Don’t Shop with a List

Here's another phrase that is said to reflect gender-related shopping behaviors: men are on a mission, women on a journey. Going grocery shopping with a list is a shopping habit most women do. Meanwhile, men only list everything in mind and are able to finish shopping quickly.

Women Regrets Impulse Buying More than Men

Impulse buying knows no gender especially with the growing popularity of e-commerce sites, which let us buy items at a click of a button. However, a survey says that women are more likely to regret impulse purchase decisions due to family budget issues.

Men Spend Less Time in Shopping than Women

It has been a common shopping habit for men to be goal-oriented. They spend less time during mall trips because they limit their purchase to particular products they have in mind.

On the other hand, women love to explore and take their time as they patiently search for sale items, compare brands, and sometimes bargain before purchasing.