What: The First Insight survey revealed generational and gender differences about getting vaccinated.

Why is it important: More men than women across every generation are planning to head in-store after being vaccinated, it should be a wake-up call for retailers.

Male shoppers are “more inclined” to head to physical stores after getting vaccinated. The survey also revealed that “significantly more women than men are not planning to get vaccinated across every generation.”

Researchers at First Insight said while 64% of Millennial men “planned to shop for apparel in-store more or the same amount after being vaccinated, only 45% of Millennial women said the same.” The company said this trend was consistent across “every other generation as well, with 61% of Baby Boomer men and 47% of Baby Boomer women planning to shop for apparel in-store more or the same amount post-vaccination.”

With Generation Z, 56% of men polled expected to head to a store after getting vaccinated, which compares to 36% of Gen Z women.

“The survey found that apparel was not the only category where men are more comfortable heading in-store,” authors of the report said, adding that a higher percentage “of men are planning to shop more or the same in-store for footwear and beauty after being vaccinated compared to women across generations.”

First Insight said the single exception was Baby Boomers “shopping for beauty products, where 50% of women in this generation plan to shop more or the same in-store compared to 43% of men.”

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