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Study: Millennial men are most proactive shoppers


New York – Men are highly engaged shoppers, with 63% of men actively looking for in-store sales and 53% regularly using coupons, according to WSL’s “How America Shops: Men & Shopping Report.” The study also shows that 67% of Millennial men use mobile phones to shop, compared to 52% of Gen X men and 29% of Baby Boomer men.

“There are a number of assumptions associated with the way men shop, and the reality is that many of them are just not true,” said Wendy Liebmann, CEO of WSL. “Men are consistently more optimistic about their finances than women, which makes them more inclined to spend than their female counterparts, even in a shaky economy. What’s different about today’s man is that he is more engaged and shopping smarter than retailers may be giving him credit for.“

Other findings from the study include:

  • More men than women will look for help from a sales associate in just about every category, including: home products (25% of men compared to 18% women); baby products – (25% of men compared to 12% women); and beauty products – (14% of men compared to 9% of women).

  • Despite the belief that men won’t bother with rewards programs, 79% belong to a frequent shopper program, almost as many as women (89%), and 73% of the men surveyed say they receive email alerts for shopping compared to of women.

  • Sixty-eight percent of men feel they are better informed after reading online product reviews and 58% say they are ready to make a purchase after reading reviews, almost the same percentage as women.

The study was conducted as a nationwide online survey of 740 men and 780 women shoppers ages 18 and older in July 2013.

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