In such a highly competitive retail market, stores need to employ as many strategies as they can to attract shoppers.  Marketing would have us believe that men and women are different in their shopping behaviour. From a psychological research perspective this is slightly misleading – while men and women might engage in shopping for different reasons – how they do it and what they buy are not worlds apart.

The reason men and women shop might have evolved from hunter/gathering differences in our past. Foraging was a daily social activity throughout history, mainly led by women and often included young children ( much like they are today when women shop). Women were careful gatherers – choose the wrong berry or plant and it could have fatal consequences. When gathering, women got very adept at choosing just the right colour, texture and smell to ensure food safety and quality. They also have to develop working memories of best harvest times and when a certain depleted food would regenerate etc. So this seems to have transferred down the years in terms of shopping behaviour in women. Women spend much more time choosing the perfect fabric, colour and texture for shopping items. They are also much more likely than men to know when a specific type of item will go on sale.

Men on the other hand, generally having been the hunters want to get in, get it and get out, quickly and safely. Other hunters may snatch the target before you have had chance to track it down – so there is an emphasis on speed. Also, meat spoils quickly and so the hunt needs to be taken home swiftly. This could explain why some men are much more direct and focused in their shopping and gift selection strategies. Men are more likely to respond to more utilitarian aspects of the experience -- such as the availability of parking, whether the item they came for is in stock, and the length of the checkout line. It is a bit of a myth however that men don’t compare prices or seek bargains. They want the best outcome for their investment – just as hunters of old. Just as weak or lame animals would have provided a bonus target – so bargains can appeal to men too.

There is also a difference in reactions to sales assistants in stores. As food gathering was a social activity verbal communication was vital. Women today react more strongly than men to personal interaction with sales associates for example. Many women think of shopping in an inter-personal experience. For women, "lack of help when needed" is one of the top problems. Stores need to address this as it is the likeliest reason that stores lose the business of women shoppers. For example around 75% of women would ask for help in selecting a gift  when shopping compared to around 35% of men. In general women like to be approached and made feel welcome while men tend to like to be left in control of the approach situation. Stores should be mindful not to ‘distract’ or ‘threaten’ men by getting store assistants to approach them.

For men, an associate's interest in helping them find an item is most important, followed by the sales associate's effort in getting them through checkout quickly. For women, the sales associates' familiarity with the products in the store and an ability to determine what products best suit the customers needs, come first. Women shoppers also value sales associates who make them feel important, attractive or likeable.

In terms of gift choice the difference between the sexes is decreasing rapidly. Men and women both spend money, but the differences come in where that spending occurs. All over the globe, women are now becoming the largest consumers of things like electronics and other such entertainment goods. They have long been the biggest buyers of beauty products, but now they are stretching out to overtake men in spending on clothes and other things. Men, on the other hand, are spending more money on travel and luxury food. So stores should resist being stereotypical in what ‘they feel’ men and women will spend their money on!

Dr Simon Moore

Principle Psychologist

London Metropolitan University