A new study has found that household spending tends to increase by approximately 5% when men take charge of grocery shopping.
According to Business Insider on Monday, the National Bureau of Economic Research (NBER) analyzed the impact of remote work on household consumption in its report titled "Shopping from Home."
The study found that as more people worked from home, the quantity and range of purchased items increased by about 10% compared to normal levels. At the same time, households showed a tendency to choose relatively higher-priced products over discounted items.
This trend was particularly pronounced when the family member working from home was male. When men took on grocery shopping duties, total household spending increased by an average of about 5%, even when purchasing the same or similar items.
The researchers pointed to "lack of shopping experience" as the primary cause. Assistant Professor Stephanie Johnson analyzed that men tend not to adequately compare prices or check discount information while shopping. She explained that men spend relatively less time on grocery shopping and focus on quickly purchasing only necessary items, often while using their mobile phones, resulting in insufficient attention to detailed price comparisons.
Differences in price sensitivity also played a role. According to a 2023 YouGov survey, women reacted more sensitively than men to price changes in essential items such as groceries and clothing. Women showed a stronger tendency to adjust their purchases based on inflation or discount availability.
In contrast, men tended to prioritize purchasing efficiency over price. The researchers explained that men have a strong inclination to quickly buy what they need and leave the store, a behavior pattern similar to rapidly achieving a goal.
Additionally, not regularly participating in grocery shopping can diminish one's sense of price levels, which was also identified as a factor contributing to increased spending. The researchers analyzed that couples with different spending tendencies often naturally achieve a balance in role distribution.
Experts emphasized the need for conversations about household spending and role distribution to reduce conflicts arising from these consumption differences. Professor Johnson explained that while many couples feel uncomfortable discussing financial matters, such conversations can actually be effective in alleviating conflicts.
