CE | 20/20 Magazine. When it comes to shopping, men have gotten a bad rap. Countless articles, books and “industry surveys” have suggested that women possess better shopping skills than men. If women really are from Venus, the surface of that planet is obviously covered by sophisticated networks of shopping malls— while the neighborhoods on Mars are comprised of sports bars, garages and golf courses. As a self-appointed representative of the male consumer, I’d like to point out the problem is not a lack of skill but a lack of will.
Unless the item to be purchased is a car, piece of electronic gadgetry or a new grill, the average man just doesn’t enjoy the process of shopping as much as his female counterpart. Males tend to view shopping as a “means to an end” (which means the sooner we get to the end the better). Of course this doesn’t mean that all men are average but …. This explains why most retail industries (including retail ophthalmics) direct most of their efforts to the female consumer.
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