In Germany, noticeable differences exist between male and female shopping habits, particularly in online vs. in-store shopping, brand loyalty, and spending habits. This article explores these key differences, focusing on preferred products, shopping platforms, and spending attitudes. By recognizing these trends, businesses can better meet the unique needs of each gender, improving customer satisfaction and boosting sales.
According to a survey conducted by Statista, Germany has distinct shopping preferences between men and women
when given a hypothetical gift of 500 euros, highlighting notable differences in shopping priorities based on gender.
Clothing
Technology
Gift for Partner
Shoes
Other
The summer 2016 survey highlights the differing shopping preferences of men and women in Germany. Approximately 63% of women favored traditional retail stores. This indicates a higher overall preference for physical stores among women compared to men.
On further evaluating the preferences, women lean more towards online shopping for clothing and shoes, while men show a stronger inclination towards online purchases for technology products.
Clothing and Shoes: 42% of women vs. 29% of men prefer online shopping.
Technology Products (e.g., TVs and Hi-Fi Systems): 46% of men vs. 36% of women prefer online shopping.
Online and Mail Order
Traditional Retail Stores
This table represents the share of internet users in Germany who had previously shopped online, segmented by gender, from 2018 to 2021.
WomenGerman males appear less willing to change where they shop but would rather buy less and from the same brand.
German women appear to research more online for price comparisons and are happier to switch
Males are less inclined to adhere to a strict budget
Females are more inclined to adhere to a strict budget compared with males
63 percent of men leave stores in less than half an hour.
59 percent of women spend at least half an hour and often more than an hour sifting through the shelves
30 percent of men bring a list when shopping
Almost 50 percent of women bring along a list when they go shopping
40 percent of men said they end up buying things they hadn't planned
52 percent end up buying things they hadn't planned to throw in the cart
Men don't look closely when shopping
Women look more closely when shopping than men.
Men don't use bonus cards often
Use bonus cards much more often than men.
The statistics represent the German population's buyer typology by gender in 2020. The findings highlight significant differences in shopping behaviors between men and women.
| Men | Aspect | Women |
|---|---|---|
| Responsible for 80% of consumer spending | Responsibility for Consumer Spending | Responsible for 80% of consumption or decision-making |
| More profitable, return items less, more brand-conscious | Customer Profitability | Trend-driven, purchase higher volumes, more space to cut back as costs rise |
| Tend to spend more | Spending Habits | Shop more often |
| 51% perceive fashion as a form of self-expression | Perception of Fashion | 52% of luxury-oriented consumers are female |
| 46% loyalty in fashion, 37% loyalty in cosmetics | Brand Loyalty | 59% loyalty in fashion, 60% loyalty in cosmetics |
