Men outspend women during holiday season, from AdAge.
As marketers duke it out in the critical holiday sales season, they’d be wise not to forget about a key demo: men.
Yes, men — who outspend women during almost every annual holiday, according to a study from ESPN Research and Analytics.
While women often shop without buying and visit multiple stores, men expect to buy when they shop and prefer to buy many products at one store, according to the study’s researchers Barbara Singer, VP-advertiser insights and strategies, and Patricia Betron, senior VP-multimedia sales, at ESPN.
