The Gender Divide: How U.S. Men and Women Shop Differently

New YouGov Profiles data reveals meaningful differences in how men and women shop, discover products and engage with brands. Women are more value-driven, with 76% saying they use sales, coupons and deals whenever they shop (vs. 63% of men), and they're more likely to discover products through recommendations, influencers and social media advertising. Men place greater emphasis on quality and convenience, with 67% willing to pay more for higher-quality products and 66% willing to spend more to save time. Men are also more likely to discover products through search engines, television and radio advertising, AI chat services and out-of-home media. Additionally, 76% of women belong to a loyalty or rewards program, compared with 68% of men.

These findings show that a one-size-fits-all marketing strategy may miss the mark. Retailers, restaurants, automotive businesses, financial institutions and other consumer brands can improve engagement by tailoring messages based on what different audiences value—whether that's savings, convenience, quality or the channels they use to discover new products.