Why can't a woman shop more like a man?

It’s official – men are better shoppers than women, according to a study from Brunel University. And it’s all down to our evolutionary roots. Females ‘gather’ by searching

and comparing alternatives whereas men go straight for the kill and are far more efficient. In true hunter style, men’s heart rates even quicken during the moment of purchase.

 

These findings are the result of a 14 country study by Dr Charles Dennis and Dr Tamira King of Brunel University. National characteristics from countries as diverse as China, France, Greece, India, Portugal and the UK all paled into insignificance against the strong gender traits that emerged.

 

According to Dr Charles Dennis, “The hunter-gatherer relationship has existed for millions of years – 98 per cent of mankind’s evolutionary lifespan. As lifestyles evolve, we simply adapt our behaviour to suit our new environments. That’s why we like the natural daylight, greenery and water features of the best shopping centres – the environment characteristics that would have sustained life in the savannah millions of years ago when humans were evolving from apes. We are preconditioned to act according to gender – even on the high street.

 

“It’s a common misconception that women are more efficient shoppers than men. One study even pointed to the fact that women can save an average of 10 per ecnt over men. However, when you take in to account the amount of time that women spend shopping, men win hands down in terms of efficiency. We shouldn’t confuse women’s enjoyment of shopping – a natural part of their gathering role – with effectiveness.”

 

According to the retail experts interviewed for the study, men’s focus on speed is often achieved by going for familiar brands or stores. Dr Dennis and Dr King believe that retailers need to take a fresh look at their strategies to increase sales amongst men. The difference between the genders is so ingrained that it is unlikely to ‘fade’ over time. Male-only shopping areas may be the way forward, along with male ‘creches’ to occupy men while their female partners continue to ‘shop until they drop’.

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