Men Love Couponing: Five Myths About Male Shoppers

Many marketers will be surprised to learn that it’s not just women cutting out their coupons. When men buy groceries, apparel, or shop at other retailers, they’re making other unusual decisions that you could be taking advantage of. To attract more men, or to open your eyes to the men who are already considering your merchandise, read on.

Myth One: Women Spend More

You may wonder why you should spend more of your marketing budget on men, or create coupons geared towards men, and the answer is simply that they’ll spend more money than women. This isn’t just true of holidays like Valentine’s Day. According to The Boutique @Oglivy’s 2016 Men’s Shopping Report, on a monthly basis men are outspending women by about 13 percent.

Myth Two: Men Aren’t Influenced by Sales Staff

Forty percent of men are looking for inspiration when it comes to their wardrobe, and retail stores are their second biggest source of that inspiration. Retailers expect this trend to keep growing. Men under 35 are more influenced by a sales staff’s knowledge, pressure, and engagement than their older counterparts. The future of convincing men to purchase might be all about getting them into your store with an enticing offer and then investing in quality sales staff to close the sale.

Myth Three: Men Don’t Buy Groceries or Create Grocery Lists

Research from the Food Marketing Institute reveals that, on average, people visit 2.5 stores per month for their groceries. The outlook for grocery stores is one rife with competition, but men offer savvy marketers an opportunity.

Men have taken on a growing portion of the responsibility for grocery shopping, with half of the men taking on “all or nearly all” of their households’ grocery shopping, according to research from the Hartman Group. While roughly half of these men do make the list, only 42 percent take stock of their needs before they make that list. Instead, millennial men and women are buying food based on sales, which leaves opportunities for in-store and online marketing (like coupons and other email marketing incentives) to guide them.

Did you know that almost half of the men (49 percent to be exact), will look at sales flyers? Another 41 percent of men will bring coupons when grocery shopping. And, 73 percent of millennials of both genders make grocery decisions based on social media influence.

Myth Four: Men Don’t Cut Coupons or Join Clubs

Men aren’t just looking for a bargain with coupons, they’re also choosing their retailers based on where they can save money. Men are more likely than women to shop at club-stores. They also shop in convenience stores and online more than women. Club stores and those with rewards programs would do well to ensure their marketing is reaching men as well as women.

Myth Five: Men Don’t Spend as Much Time Shopping as Women

According to research from Budget Sense, the average man spends a half hour more time shopping than the average women. The average man also visits more stores than women in that time, which could be because they’re doing their window shopping online first.

These five mythbusters prove that you probably need to recalibrate your marketing strategies with men in mind. From email marketing to social media, to print and online coupons, the research suggests that men are an overlooked target for many marketers who have traditionally focused on women shoppers.  


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