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Over the past 50 years, men have taken on a decreasing role in shopping decisions if they have a domestic partner. Once the head of the family and the main breadwinner, the past ten and even twenty years have seen a radical shift in both earning and spending patterns relate to both genders.
Women now serve as the head of household more than men, and they have also made the shift to being the higher wage earner, or only wage earner, in the household.
Even if the man is the highest or sole wage earner, studies show that the woman makes the final decision with regard to purchases around 95% of the time. Even typically "male" purchases like cars are heavily influenced by input from women, especially if the couple has children.
Younger single men with moms and girlfriends might also be influenced by women’s thinking when it comes to their purchases. Women tend to love to shop, and will go on "fact-finding" missions online. Women are usually seen as the main grocery, toiletry and fashion buyers, but studies now show that women are responsible for up to 85% of all purchases made in the US.
Is it really worth it to chase after 15% of the market by trying to market to men?
The answer is yes, of course, and we'll discuss that more in the next section. You can get a nice, steady income from cars and other high-ticket items that you can market as an affiliate, for example, or information products that will help men with their careers.
In addition, not every man has a female influencer in his life. Same-sex couples need to shop and are now buying goods and services they might not otherwise have done even a few years ago. They are now buying wedding-related items and baby and child-related items as they grow their family. It will still not be in the proportion that women spend on these items, but getting the right messaging for men can mean real money.
In this guide, we will be looking ways to market to men effectively, making sure your marketing message hits the right target in the right way. So, why target your marketing message to men? Let’s look at a few reasons in the next section.
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