The vast majority of women (84%) create shopping lists before they head off to the store, compared to 48% of men who do the same, according to the Integer Group and M/A/R/C Research.
More than three in four women (78%) consult shopping circulars while creating their lists, versus 31% of men who do so. Women are most likely to include an item on the shopping list if they’re currently using the brand (61%), have a coupon (57%), or have seen the item in a store ad or circular (56%).
When women buy items that aren’t on their lists, it’s most likely because they’ve seen them on sale (66%), or want to pamper themselves (23%). Only 10% say they never buy anything that is not on their shopping list.
Women are less likely than men to say their shopping behavior has not changed over the last three months (38% vs. 50%). Nearly three in 10 women (28%) say the biggest change in their shopping habits is that they are now purchasing fewer and cheaper items.
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