The gender equation
Men seek retail therapy too.
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.