British men spend more on clothes, shoes and grooming each month than women, according to new research from Barclaycard.
The research reveals that men are spending 114 pounds each month on clothes and shoes, equating to more than 300 pounds more each year than women. In addition, men are spending more each month on clothes, 67.10 pounds, than they do on drinking with friends or even tickets to sports matches.
Despite spending more than women on clothes, men dislike the process of shopping so much that over a fifth (21 percent) say they would prefer to mow the lawn, while nearly one in 10 would prefer to clean the toilet (9 percent) or take a visit the dentist (9 percent) over a trip to the shops.
Top frustrations for men includes: retailers not having their size in stock (42 percent), crowded stores (36 percent) and having to queue at the till (35 percent) – with four in 10 men (40 percent) saying five minutes is the longest they will wait to pay before leaving a store.
Barclaycard research shows men spend more on clothes than women
This is probably why research reveals that nearly half of men, 48 percent prefer to go online to snap up the latest fashion trends, while women still prefer to shop in-store.
Retailers have begun to recognise the rise of men shopping online, which is why almost two-fifths, 37 percent have begun using online and social media advertising to attract male customers, states the research, and one in seven (14 percent) are now working with bloggers and influencers to increase their online brand presence.
However, it seems that the influences for men are a little closer to home, with a third of men (32 percent) admitting that they are more likely to be influenced by what their partner likes.
George Allardice, head of strategy, Barclaycard Payment Solutions, at Barclaycard said: "It’s eye opening to see the tension between men spending more money on shopping and grooming, but still not enjoying the experience. Even though they spend more on shopping than having beers with friends or watching their favourite footie team, the idea of retail therapy is still lost on British men.
“We know that retailers are increasingly becoming savvy to men spending more on clothing and grooming, and so have been increasingly expanding their male offering over the past few years. However retailers need to continue to innovate to ensure the whole shopping experience is as enjoyable for men as it is for women - whether that’s online, mobile or instore. Simple changes such as ensuring a wide range of sizes are stocked and reducing queues at the tillcould lead to an increase of men shopping ‘til they drop.”
Image: New Look Facebook