Are men really from Mars, and women from Venus? We’re not sure, though admittedly it is unlikely.
What we do know though, is that men and women may as well be from different planets when Black Friday and Cyber Monday come around.
In fact, there’s plenty of evidence to suggest that across the whole of the Christmas shopping period men and women have about as much in common as Mince Pies and Brussel Sprouts.
So we’ve cracked the mulled wine early and taken the time to look into the main differences between how men and women shop in the run up to Christmas - from who's planning ahead to who's more likely to regret a purchase.
And while these differences make for some interesting reading, they also reveal opportunities for retailers to rethink how they approach their Black Friday campaigns.
So if you’re a brand or retailer planning Black Friday and Cyber Monday activity right now, these 8 insights might just give you the edge at the most chaotic and competitive time of the year.
The insights
1. Women are slightly more likely than men to buy brands they’ve never bought before at Black Friday
Men are 8% more likely than women to buy brands they’ve bought before again at Black Friday (67% vs 59%).
Source: PwC Consumer Loyalty Survey
The opportunity for retailers: Black Friday is a chance to attract new customers, but brand familiarity still matters. Build confidence among first-time shoppers with customer reviews and clear product information, while giving existing customers reasons to return through relevant offers and loyalty incentives.
2. Free returns are more important to women than men on Black Friday
52% of women prioritise free returns when choosing where to buy a gift, compared to 41% of men.
Source: Forbes Retail & E-Commerce Analysis
The opportunity for retailers: A good deal isn't always enough to secure a sale. Make your returns policy easy to find on product pages and at checkout, particularly for gift purchases where shoppers may be less confident about their choice.
3. Women are less likely to tell you if they don't like a gift
Men are 32% more likely than women o admit they don't like a gift (64.5% vs 49%).
Source: Forbes Consumer Trends & Gifting Polls
The opportunity for retailers: Help shoppers get gifting right the first time. Gift guides, personalised recommendations and clear sizing information can make choosing presents easier, while straightforward gift receipts and exchanges offer reassurance when things don't quite hit the mark.
4. Men are twice as likely to wait until December to start their Christmas shopping
Men are nearly twice as likely as women (21% vs 11%) to delay all holiday shopping until December; 54% of men wait until the final month compared to 43% of women.
Source:Â Shopify-Gallup Holiday Shopper Pulse
The opportunity for retailers: Don't let your marketing momentum disappear after Cyber Monday. Keep gift-focused campaigns running into December, with clear delivery deadlines, last-minute gift ideas and convenient fulfilment options to capture shoppers who leave things later.
5. Women buy more for family, and men buy more for themselves
Men are more likely to buy for themselves than women are on Black Friday (73% vs 61%), and less likely to buy for family (59% vs 71%), and crucially, men spend 45% more when they do self-gift.
Source: PwC UK 2025 Black Friday
The opportunity for retailers: Think beyond one-size-fits-all Black Friday messaging. Test campaigns focused on treating yourself alongside gift-led promotions, and tailor product recommendations and landing pages to different shopping motivations.
6. Men spend more than women on Black Friday
In the UK, men are projected to spend 43% more than women per head (£147 vs £102 on average). In the US, men budget roughly $100+ more across Cyber Week.
Source: PwC UK Retail Outlook & Finder UK Annual Tracker
The opportunity for retailers: Different spending habits call for different approaches. Test product bundles, premium recommendations and a range of price points, rather than assuming the biggest discount will always deliver the best results.
7. Women are slightly more likely to regret their Black Friday buys, but men’s mistakes are much bigger
49% of women report regretting Black Friday purchases vs 44% of men; however, men's average regretted purchase costs $350 to $526, compared to $156 to $343 for women.
Source: Finder Consumer Sentiment Study & Self.inc Regrets Survey
The opportunity for retailers: A conversion isn't necessarily a successful sale. Help customers make confident decisions with honest product descriptions, comparison tools and transparent pricing. Reducing buyer's remorse can also help minimise returns and build longer-term loyalty.
8. Men are less likely to buy on impulse on Black Friday
Women are 29% more likely than men to make spontaneous purchases during seasonal sales events (22% vs 17%).
Source: AWISEE Impulse Buying Study & Capital One Shopping Research
The opportunity for retailers: Make product discovery easy and relevant. Well-placed recommendations, complementary products and personalised offers can help shoppers find something they hadn't planned to buy, without relying on unnecessary pressure or misleading urgency.
The takeaway
Different shoppers, different motivations
While these figures highlight some interesting differences between male and female shoppers, they're broad trends rather than rules. And they reinforce something retailers should already know: not everyone approaches Black Friday in the same way.
Some shoppers plan weeks ahead, others leave things until the last minute. Some are looking for gifts, others are treating themselves. And while price matters, trust, convenience and confidence can be just as important when it comes to making a purchase.
The biggest mistake retailers can make is treating Black Friday shoppers as one audience with one motivation. The opportunity isn't simply to offer better discounts, but to understand what drives different purchasing decisions and create experiences that respond to them.
For retailers, that means focusing on three things:
1. Personalise your approach
Use customer behaviour, purchase history and shopping intent to create more relevant campaigns, rather than relying on broad demographic assumptions.
2. Remove barriers to buying
Clear delivery information, straightforward returns and helpful product content can make the difference between a completed purchase and an abandoned basket.
3. Think beyond Black Friday
A successful campaign shouldn't just drive short-term sales. Use the opportunity to build relationships that bring customers back long after the discounts have ended.
Ultimately, the brands that get the most out of Black Friday won't necessarily be the ones shouting about the biggest discounts. They'll be the ones that understand what their customers want and make it easier for them to buy.
We help retail and consumer brands turn customer insights into better digital experiences and stronger commercial performance. If you're looking to make your retail campaigns work harder, get in touch with our team.
More from the blog
Ready. Steady. Grow!
We've helped some of the world's biggest brands transform and grow their businesses. And yours could be next.Â
So if you've got a business challenge to solve or a brief to answer, we'd love to hear from you. Simply complete this form and one of our experts will be in touch!
