Men are becoming increasingly savvy shoppers
A survey of over 3,000 shoppers has suggested that the longstanding assumption that women are savvier shoppers than men may not hold true for much longer.
The results of the survey by Hitachi Capital Consumer Finance revealed that 70% of men felt they were savvier shoppers now than 5 years ago, compared to 75% of women.
Since the recession hit, it seems that both women and men are increasingly surfing and utilising online resources to check and compare prices as well as hunting out deals and discounts. The survey found that male shoppers were found to be adopting a range of money saving habits and strategies in much larger numbers than previously expected.
Over 90% of both male and female shoppers surveyed either actively search for discounts or wait for the sales before hitting the high street, arming themselves with loyalty cards and vouchers. However, when it came to actively asking for discounts directly in the show room or shop, it seems men (27%) were more confident in doing this than women (17%).
Gerald Grimes, managing director at Hitachi Capital Consumer Finance, said: “Most people would assume that women are savvier shoppers but an overwhelming majority of both men and women arm themselves with loyalty cards or discounts before hitting the stores. This demonstrates the importance of loyalty schemes for retailers, such as our savvy programme, in targeting both sexes as consumers appreciate rewards and are shopping smarter to make their money work harder for them, particularly in this challenging economic climate.”
