Research by Voyado, an international customer experience platform, aggregating over 410 million purchases has uncovered that shopping habits among men and women are widening. Women aged 26 to 35 now shop 59 per cent more often than men but spend 47 per cent less, and men are driving a rise in receipt values, spending a staggering 75 per cent more in-store.
The report also shows that the purchase frequency among women aged 18 to 25 took a massive hit in 2021. Marissa Peers, a celebrity therapist who lists royals and cat-walk models among her clients, believes this is due to a change in mindset:
“The report’s findings suggest that Covid challenged many conventional shopping habits and taught us to live without reward shopping, destination shopping and retail therapy. There is a trend now among women aged 18 to 25 to move away from consumerism and ‘fast fashion’ as they become more environmentally aware – their landscape has been altered by the lens of social media campaigns and more sustainable consumption is the major consideration.”
“Many of the large brands embrace this and tap into that consciousness – promoting their use of eco-friendly manufacturing processes and recycled materials. Younger consumers love this, are more minimalistic, and into vintage recycling, swapping and exchanging, as it makes them feel good to know that they can still look great and do their bit for the planet.”
Voyado CMO Jennie Gerum said: “While some of the changes over the past couple of years are subtle, understanding the subtleties in the different demographics is how brands inform every element of their communications.
“For example, the tone of voice and even channel of communication when persuading males to invest either online or in-store will be very different to the information females are looking for when deciding to make a purchase. Or, if it’s an eco-conscious Gen Z-er, have you given them the information they need to understand your brand purpose? It’s only through data that you can activate this knowledge, engage members and convert customers.”
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