The gen­der equa­tion

Men seek re­tail ther­apy too.

The Works - - SPOTLIGHT -

Men are just as likely as women to have re­sponded to news­pa­per ad­ver­tise­ments by pur­chas­ing prod­ucts.

emma En­gage­ment data shows men to be more likely to buy a prod­uct pro­moted in a Sun­day pa­per, whereas the op­po­site is true for Satur­day pa­pers.

One ex­pla­na­tion for this be­hav­iour is the na­ture of parental re­spon­si­bil­i­ties. For dads, Satur­day is of­ten about get­ting to spend some time with the kids, which al­lows mums some time to them­selves. This is of­ten an op­por­tu­nity to in­dulge in some shop­ping. Sat- ur­day pa­pers, par­tic­u­lar their in­serted mag­a­zines, re­flect this sce­nario to some ex­tent. Savvy mar­keters know it is an op­por­tu­nity to catch women in the mo­ment that they are plan­ning or do­ing their shop­ping.

For a lot of men, there is lit­tle time to shop on a Satur­day but Sun­days are more open and of­ten an op­por­tu­nity to do odd jobs around the home. So men are more likely to have a need to visit the shops on a Sun­day to pick some­thing up from the hard­ware store.

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