Men’s Shopping Habits Have Changed – How Can E-Tailers Adapt?

 

Due to the COVID-19 epidemic, consumer spending plummeted drastically in 2020, but sales have steadily increased in 2021, positioning 2022 for ongoing economic recovery.

Men are spending more money on consumer goods than they used to, and in different ways, which is an intriguing aspect of that development. With such rapid growth in such a big customer group comes opportunity. Here's how to take advantage of these new trends to increase traffic.

Invest In Digital Advertising

Men have begun to spend more than women in general, but the most dramatic shift has been witnessed in online purchasing, where men are spending more regularly and in almost every category. 24% of males shop online at least daily, compared to 17% of women, and 70% shop online weekly, compared to 57% of women. This growth indicates that investing in digital ads, particularly those aimed at males and men's goods, will pay off.

Men are also purchasing more non-essential products than in the past. For example, they presently outspend women in electronics, toys, and games by 100% or more. "Digital advertising converts straight to digital spending," says Alana Wolfman, Senior Director of Commerce at men's lifestyle site The Manual. "With men's rising interest in lifestyle and non-essential goods, they're a sensible target group for brand message."

Men are also more brand loyal than women, with 41% of men seeking to brands they know and trust vs 22% of women. This means that, with more men than ever purchasing non-essential things, a brand's first male customer is considerably more likely to be a devoted customer for life. A pool of recurring clients is waiting to be accessed through digital advertising.

"Because our digital ad platform monitors buying behavior throughout the shopping lifecycle," Wolfman explains, "digital advertising may also boost loyalty and give touch points with your audience at the perfect time."

Get Comfortable With Social Media Sales

Men use social media for product searches more than women, and men utilize it more than women. This is a huge potential for firms that haven't yet pushed out into the sales features that social media platforms like Instagram and Facebook have built into their platforms.

"Use of social media is enabling new means of expression through brand purchases, particularly in the lifestyle sector." "Men are utilizing social media more and discovering items that they might not have engaged with on their own, which is leading them to make purchases that they would not have done otherwise and opening them up to social media as a source of inspiration and intent," adds Wolfman.

The male proclivity for brand loyalty can also be used in social selling. Men will be more likely to purchase products and services introduced to them through their feeds by brands and influencers to whom they are loyal. It's a new frontier that can be scary, but with unique marketplace experiences integrated directly into social platforms, maximizing social sales has never been easier.

"In our commerce sales at The Manual, we saw clothing double year over year." According to Wolfman, the majority of the increase was driven by leisure brands. Because social media is where a lot of fashion and clothing discovery happens, this category could see even bigger improvements on the channel.

Optimize Search

Men tend to perform more research before purchasing things, particularly those acquired through online stores, opening up potential to profit on search engine optimization (SEO) as a channel.

"The amount of research that men conduct when determining which brand or product to purchase can be frustrating for online sellers," she says. "Research means storefront traffic that does not always convert to purchases." However, if you construct your campaigns wisely, you will appear more frequently in that research and speed their purchase lifecycle."

Compared to 30% of women, 70% of males conduct repeated product searches before making a purchase. Good SEO ensures that your product appears in those searches, resulting in increased sales before you ever consider more traditional advertising avenues.

Another aspect of the search trend is that customers prefer to compare products on their mobile devices. Before making a purchase, 69% of customers use their phone to look for reviews. Men prefer to shop on their cellphones rather than desktops, creating another opportunity for SEO-conscious male-oriented firms.

Men's shopping habits are shifting as a result of cultural shifts. Accepting that transition and pivoting toward online chances with male consumers is the best approach to keep up with the projected economic growth in 2022.