A SUPERMARKET chain has confirmed what many of us have suspected for some time men hate Christmas shopping.
In fact, a quick straw poll around the Worcester Evening News office suggests this isn't merely a seasonal affliction.
Asda is to hold a special blokes' night in its stores this month to help men buy their partner the perfect gift. Enticing men in with promises of beer and curry being sold in their restaurants, the store will be helping men through that yearly ordeal of buying Christmas presents.
While women wander around the shops of their own accord, flouting their experience in such matters, Asda will be offering expertise to vacant-looking men on things like bra cup sizes and the best fragrance.
The supermarket commissioned a survey looking at men's Christmas shopping habits and found they disliked having to do it. Many said they hated the crowds and spending so much money, while others complained about being unable to choose the right gift.
James Goudie, a consumer psychologist from the University of Northumbria, says Christmas is a most difficult time for men when it comes to shopping.
Shopping centres that I've spoken to say they always get men banging on their windows as they close up on Christmas Eve, he says.
And Bryan Roberts, a retail analyst from Retail Intelligence, says men fall down due to their impulsiveness.
Men are less methodical than women, he says. They're likely to come out of the supermarket with random tat as they're much more susceptible to offers.
While they generally don't like it, men are venturing more and more on to the high street. But they are struggling in this new world and have developed strange shopping habits that look clumsy compared to the slick, professional shopping operations executed by women.
Here we take a look at the difference between the female shopper and that new breed the male shopper. Familiar sights in Worcester's High Street?
The female shopper
Where you'll find her: Anywhere there's a shop, really. The female shopper is quite happy perusing everything that's on offer. Retailers have been working hard to entice women into the likes of Dixons and B&Q but without much success.
Shopping method: Calculated. The female shopper is full of experience and will go to each shop to make concise mental notes on the difference in prices and quality of each product.
Budget: Lots. If a female shopper is not weighed down by bags by the end of the day, the excursion has been a failure.
Reason for shopping: For fun. Shopping is a pleasant pastime; a leisure activity that allows her to catch up with friends and unburden herself of some hard-earned cash.
Who she shops with: A select group of friends especially chosen for their ability to say the right thing while the female shopper is trying on clothes and for the amount of interesting gossip they are likely to have.
Retailers attitude: Loving. The formats of most shops are geared towards the female shopper for their long and prosperous relationship with her.
The Christmas shopping experience: September 1, 9am. Planning starts with a full investigation and assessment of what each of their nearest and dearest needs. Female shoppers will also by presents for their aunts, great uncles and the nice woman on reception at work. Christmas Eve, 6.04pm. Smug grin.
The male shopper
Where you'll find him: Quite happily strolling about B&Q, cockily checking out the merchandise in Dixons, searching intently through the stock at HMV and taking any route home except the one that goes past the supermarket.
Shopping method: Impulsive. Faced with the ordeal of entering somewhere like Boots or Marks & Spencer it's a matter of nipping in, grabbing the nearest thing that will suffice and getting out of there. Fast.
Budget: Lots. Being such an impulsive character, the male shopper inevitably ends up spending more than he should on something that probably isn't what he wanted. So then he has to go back for something more suitable, spending even more money.
Reasons for going shopping: Needs must. Either he is bored with all his gadgets and needs a new stereo to play with or it really is time to update his wardrobe.
Who he shops with: The company the male shopper keeps is minimal. You won't find a gaggle of men discussing whether a shirt in Next looks good. Instead you'll find the male shopper trailing his partner or on his own, looking awkward.
Retailer's attitude: Confused. Retailers are desperately trying to make shopping a more male-friendly experience. There has been some success with centres full of bars, bowling alleys and cinemas, but what more can they do?
The Christmas shopping experience: Christmas Eve, 12.31pm. The organised male shopper will be running around the high street in a mild panic grabbing random gifts... for his nearest and dearest.
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