More Men are Looking for Ways to Save

A new study has found an increase of “money-saving behaviors” in men, marking a broader shift in purchasing habits in consumer households. 

Forty-three percent of men have searched for coupons or promotional codes, up from 34 percent in just six months. Other ways men are stretching their budgets are through sales events (increasing from 38 percent to 46 percent) and credit card rewards (increasing from 39 percent to 45 percent), according to a study conducted by market research consultancy Alter Agents. 

Additionally, the study found that more American households are cutting back to save money – more than half say they are eating out less and electing to cook more at home. The generational differences in shopping habits also remain significant. Forty-nine percent of Boomers say they purchase more private label brands compared to 25 percent of Gen Z. Seventy-four percent of Boomers value brand loyalty compared to 60 percent of Gen Z.  

“What we’re seeing is a more active approach to saving money,” Rebecca Brooks, CEO of Alter Agents, said in a press release. “Consumers are putting more effort into finding value, whether that’s comparing retailers, searching for promotions or changing the brands they buy.”