When it comes to spa retail shopping, men give women a “run for their money.” Spa Executive writes that the most recent figures from ISPA’s Consumer Snapshot released in spring 2019 indicate:
- More men are more likely to go to a spa with the intent of purchasing retail products ‘some’ or ‘all’ of the time than women – 48% vs. 37%.
- Men are also more likely to actually make that retail purchase than women (68% vs. 61%)
Men’s interest in retail spa products actually should not be much of a surprise since men have been making up about half of the spa customers for the past few years. In 2017, ISPA reported that 49 percent of spa customers were men, up from 29 percent in 2005, notes Spa Executive.
But it’s not only in spas where men are spending money on skincare. Retail and shopping website Racked reports the male grooming market is valued at $6 billion in the U.S. alone and $33 billion globally. Forty-three percent of American men use skincare products that go way beyond shaving, including moisturizers, anti-aging creams, eye gels, luxury facial cleansers, and concealers.
Making the sale with men
While men may be on board with skincare products, they approach retail purchases differently from women. Here are some statistics on the male shopper from Bob Phibbs, who consults brick-and-mortar retailers. You’ll want to keep these in mind as you develop your retail product sales strategy to reach men:
- Men tend to exhibit urgent buying behavior. This search-and-retrieve habit helps men maintain some of their traditional masculine identity.
- 44% of men shop in-store to touch and feel a product versus only 33% of women.
- Price promotions are one of the least important factors for bringing men into a brick and mortar store.
When it comes down to men's interaction, Phibbs says that men are in a hurry and trust what sales associates tell them. They want a person who can help them compare and contrast. That’s why they are more concerned with deciding than with price and promotion.
Keep in mind that overall, men are seeking solutions. Start by asking about their needs and expectations. Then when you are suggesting products, convey the benefits and highlight the results they can expect.
You also want to educate the client about how to use the product. (This, of course, applies to women as well.) Provide step-by-step directions as needed to show your male client how to get the best results. Men are less inclined to buy a product if they aren’t sure they will use it correctly.
Retail skincare products for men is a revenue-generating opportunity you don’t want to miss. Please work with your staff so they understand the male client and how to sell to them. Your goal should be to build relationships so that you are the go-to for skincare, as well as pain relief, for men of all ages.