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Over the past 50 years, men's roles in shopping decisions have diminished. From groceries to cars, women now make up to 85% of purchase decisions in the US. Discover more inside.
Discover the Hidden Secrets of Success in Marketing to Men!
Over the past 50 years, men have played an increasingly smaller role in shopping decisions, particularly when they have a domestic partner. Traditionally seen as the head of the family and the primary breadwinner, there has been a significant shift in earning and spending patterns for both genders over the last two decades.
Women now more frequently serve as the head of the household and have become the higher or sole wage earners in many homes.
Even in cases where the man is the main or only wage earner, studies reveal that women make around 95% of the final purchasing decisions. This influence extends even to traditionally 'male' purchases like cars, especially in households with children.
Additionally, younger single men are often swayed by the opinions of their mothers and girlfriends when making purchasing decisions. Women tend to enjoy shopping and often conduct extensive online research.
While women have long been considered the main buyers of groceries, toiletries, and fashion items, recent studies show they are responsible for up to 85% of all purchases made in the US. Is it worth targeting the remaining 15% by focusing on men? Learn more inside...
