THE GENDER DIVIDE IN US SHOPPING OFFERS NEW SIGNALS FOR MARKETERS

Summary from the TLDR Marketing newsletter

US shopping splits along two mindsets more than it splits along gender itself: value-seeking shoppers who respond to deals and proof, and convenience-seeking shoppers who respond to clarity and speed. Women skew more value-seeking (76% use deals vs 63% of men) and lean on influencers and social channels for discovery, while men skew toward paying for quality and time savings and lean on search. Loyalty enrollment follows the same split: 76% of women belong to a rewards program versus 68% of men, which means creative, channel, and retention strategy should target mindset rather than assume one message works for everyone.