It's men who do more holiday spending, survey says

An ESPN survey suggests that while women do more shopping and browsing, it's the men who outspend the women during the holiday season.

How many of this year's Black Friday fighters will be men?
RSVLTS/YouTube screenshot by Chris Matyszczyk/CNET

As you ready yourself for the Black Friday fisticuffs -- or, indeed, for the Thanksgiving thumping -- please be aware of who your biggest opponents might be.

There is some sort of traditional thinking that women are the ones who love, need, and want to shop during the holiday season.

However, a survey from ESPN Research and Analytics would like to shove that theory into the waste disposal.

For, as AdAge reports, men spend 39 percent more during the holidays than do women.

This study offers the startling claim that the difference between women and men is that the former are more likely to be shoppers while the latter are more likely to be buyers.

Those with a hardened, worldly edge might wonder that this conclusion rather feeds into the needs of a sports network whose viewership is predominantly male.

But Patricia Betron, ESPN's senior VP, multimedia sales, told AdAge: "Retail has always been aimed at women and how women shop and behave, but men are the prime target if you're looking to grow the sector."

The researchers believe that men are faster and more directed when they do their shopping. Their mindset is not that they wonder what's out there, but that they expect to make a purchase.

Moreover, they'd prefer it if they could buy as much as possible in just one store.

However, when they get a sniff of a gadget, their demeanor might alter a touch.

Barbara Singer, ESPN's VP of advertiser insights and strategies, told AdAge that once the men are done with the purchases they need to make, they then go take an emotional shower in the electronics and clothing departments.

This, of course, might worry those who will pour into stores on Thursday and Friday.

In their minds, they may fear that their physical competition is getting ever tougher. They may not have put in enough training to wrest that $100 TV set out of a rival shopper's hairy, muscular hands.