Women Make More Online Impulse Buys

    December 10, 2007

Women, ages 45-54, are more likely than men of the same age to make an impulse buy online based on a limited time offer (55% versus 38%, respectively) according to a survey from GSI Commerce.

Women Make More Online Impulse Buys

Free returns are less likely to persuade men, ages 45-54, than women in the same age group to make an impulsive purchase online (51% somewhat or very unlikely versus 36% respectively).

Both men and women are somewhat or very likely to make an online impulsive buy that is "perfect" for someone they know (59%), women are more likely (65% of females versus 54% of males).

"There are notable differences between what compels men and women to make impulse buys, which can be a meaningful part of e-retailers’ overall merchandise sales during the holidays," said Fiona Dias, executive vice president of partner strategy & marketing for GSI.

"E-retailers need creative online marketing strategies that account for gender preferences and proclivities, especially as competition to attract consumers heats up during the holiday shopping crunch."

While there are differences among gender when it comes to making impulse buys online, GSI released a survey last month that found more similarities between the sexes when it comes to Web site features that influence their decisions of where to shop online this holiday season.

Thirty-four percent of both men and women say that a well-known Web site is very important. Forty-six percent of women and 47 percent of men said a professional site design is an important or very important feature. Forty-six percent of women said a convenient return policy was a very important feature compared to 34 percent of men.

Understanding gender differences when it comes to limited-time offers and other factors that lead to impulse buys online can help e-retailers attract U.S. shoppers during the holiday season.

This online holiday shopping study was conducted online within the United States on behalf of GSI Commerce Solutions between October 19 and October 23,2007 among 2,818 U.S. adults ages 18 and over. Results were weighted as needed for age, sex, race/ethnicity, education, region, and household income.