Mister Myths - Deakin University

Mister Myth #4: Men aren’t any good at shopping
Research has revealed that men experience little or no stress when shopping for
themselves, but significant stress when shopping for other people. In this situation,
as one researcher observed:
"In some cases we saw blood pressure that you might associate with a combat pilot
flying into action or a riot police officer facing an angry mob. It was not a pleasant
experience. It was a kind of shopping nightmare, a day in hell so far as they were
concerned."
Source CBC News. [12]
There’s no shortage of popular comment portraying men as poor shoppers. They get
overwhelmed by choice, confused by store directions, disorientated by loud music
and feel bullied by overenthusiastic sales staff. To make matters worse, they often
leave their shopping until too late and cause themselves further stress by struggling
with last minute shopping at key times like Christmas. In the UK, Selfridges
anticipates that 80% of last minute gift shoppers visiting the store will be men,
desperate for last minute inspiration and running out of time. Many will buy an
inappropriate gift, or pick up the wrong size, creating havoc for the staff at the returns
desk on Boxing Day. When men are sent to the supermarket, they’ll a) forget
something; b) buy the wrong thing; c) buy the right thing but the wrong brand (“well
it’s all the same just different packaging isn’t it?”); d) call home from the store to seek
clarification (“I’m stood in front of the washing powder now - is it the blue pack or the
red one?). When men go to the hardware store for a pack of nails, they return (four
hours later) with a ride on mower and they forgot the nails. Men don’t know what size
their partners or their kids clothing sizes are. For men, shopping isn’t a relaxing
pastime, rich with anticipation and social opportunity. Instead, it’s a stress-laden
mission, conducted sole behind enemy lines.
However, more and more men are doing household shopping, as family situations
change and evidence suggests they are growing into both positive and productive
shoppers. Diverse research from the US revealed that male luxury consumers spent
one third more than their female counterparts on luxury clothes. Men also reportedly
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