With men admitting to struggling with gift shopping, retailers must target male and female shoppers in different ways and focus on creating a simple and more enjoyable experience, according to leading data and analytics company GlobalData.
GlobalData, in its 3,000 respondent all year gifting survey in 2018, found that only 40.9 per cent male shoppers enjoy gift shopping for occasions such as birthdays or weddings, compared to 61.5 per cent female shoppers.
While female shoppers are more price savvy, purchasing gifting items on promotion, male shoppers are much more likely to leave their shopping to the last minute, resulting in a limited opportunity to shop around and find the cheapest option.
Zoe Mills, retail analyst at GlobalData, says: “With male shoppers much more likely to panic buy, retailers have the opportunity to stand out from competitors by providing fast delivery options. Express delivery should be highlighted online to encourage male shoppers to invest time in browsing for gifts, as they know they can get the item delivered in time.”
The percentage of gift shoppers in the UK who browsed and shopped online over the last 12 months are 77.0 per cent and 67.0 per cent respectively. Online gifting pureplay Moonpig allows customers to add important dates for reminders to their account. Other retailers can capitalize on this functionality with many already allowing customers to record their own birthday within their accounts.
Marks & Spencer is a retailer that many could learn from when it comes to segmenting gifting options. Its hampers and gifting tab allows customers to filter for gifts by recipient, interest, age and occasion, allowing them to easily navigate through its extensive assortment.
Mills concludes: “In comparison, retailers that target a younger audience such as Topshop, Boohoo and H&M, do not have a gifting area on their sites and are missing out on a key opportunity to encourage younger males to shop for gifts. This could also be developed instore, highlighting gifts ideas either as a section instore or by individually labelling gifting items.”