Younger shoppers are most savvy in searching for online discounts (50 percent of millennials and 40 percent of Gen X’ers versus only 25 percent of baby boomers) while at least half of men in all age groups regularly use coupons to help reduce costs (57 percent of millennials, 54 percent of Gen X’ers and 50 percent of boomers).
• home products – 25 percent (versus 18 percent women)
• baby products – 25 percent (versus 12 percent women)
• beauty products – 14 percent (versus 9 percent women).
Despite the belief that men won’t bother with rewards programs, 79 percent belong to a frequent-shopper program, almost as many as women (89 percent), and 73 percent of the men surveyed say they receive email alerts for shopping (versus 82 percent of women).