Mr. Good Buys

Man. He's an interesting specimen. Supremely challenging to shop for, especially when it comes to gifts and home decor, and even more challenging when it comes to attracting his business. It's a well known fact that men, in general, aren't nearly as avid shoppers as women. Women can spend hours in a store and walk away with nothing. Men, on the other hand, often know what they want before they walk in the door.

Who are these guys, and what makes them tick? Better yet, what makes them buy? Gifts & Decorative Accessories offers tips for retailers looking for Mr. Good Buys.

Once retailers know who they're looking for, they'll be ready to prepare the ground for the elusive male gift shopper. Here are a few ways you can bring him in — and keep him there.

• Make your store man-friendly. Evaluate your store's overall ambience. A look that's too frilly and feminine can be a turn-off for male shoppers, as it may make them uncomfortable. Wider aisles will make him feel less like the proverbial bull in the china shop. Less cluttered displays will enable him to view merchandise more easily and zero in on what he wants. Make sure sales associates are alert — but not hovering — to provide assistance or answer questions.
• Engage his interest. It's pretty safe to say that most guys like sports, gadgets and/or techie toys. He'll probably venture to big box stores such as Best Buy or Sports Authority for the latest in electronic wizardry or team wear. But specialty retailers can offer unique accessories that are the perfect complement to his toys. If you highlight a special section devoted to such merchandise, he'll gravitate to it.
• Focus on his style sense. Of course, not all men like gadgets and electronics, nor are those the only items men shop for. They have other interests, tastes and needs. Like women, men are drawn to items that evoke a specific lifestyle and reflect their personalities. Whether he's a single man looking for decorative items for his apartment, or a married man wishing to introduce some masculinity in the home, he seeks things that fit his way of living.

Though a man may really want the latest gizmo, many women feel intimidated by the big box stores that sell them, and will not venture in. Therefore, another way to get the elusive male's shopping dollars is to attract the attention of their wives and girlfriends, who may be doing most of the shopping anyway.

Incorporate a selection of gifts and personal accessories that a man might not purchase for himself, but will love receiving. Whether it's as simple as the traditional tie (from a resource not available in every men's apparel shop), a masculine bracelet, or a kitschy accessory for his latest “toy,” specialty retailers can offer female customers a selection of men's gifts that will make your store a regular destination.