Capillary Technologies recently conducted a study of approximately 100+ brands, and found that the overall sales in 2016 increased by 12% as compared to 2015, despite the fact that the overall discount promotions had decreased by 20% during their End of Season Sales (EOSS).

This meant that despite higher prices, the male demographic had increased in its spending per customer by 7%.

However, for men, the average bill value dropped by 21% , for women, it was a much lower drop percentage at 8%.

As per the study, the EOSS in 2016 was largely driven by repeat customers where 48% of repeat customers shopped in 2015 and 2016. Also, an increase in 7% of repeat businesses has been observed between 2015 and 2016.

For brands aimed at men, the level of discounting was reduced from 2015 to 2016 while for brands aimed at women, it was increased. However, the growth seen among men shoppers was still higher than women shoppers, as the study concluded.