Study Finds Men Slightly Worse at Household Shopping Than Women

Married couples spend 5% more when husbands do more of the shopping, researchers say.

Apr. 14, 2026 at 1:00am

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A grid of brightly colored, high-contrast silkscreen images of a shopping cart repeated in various neon shades, conceptually representing the financial impact of household shopping habits.A vibrant pop art interpretation of the household shopping habits that can impact family budgets.Baltimore Today

A new study from the National Bureau of Economic Research has found that men are slightly less effective at household shopping compared to women. The research analyzed the impact of remote work on shopping habits in married households, discovering that families tend to spend about 5% more when the husband does more of the shopping versus the wife.

Why it matters

The findings suggest that traditional gender roles and shopping habits can have a measurable financial impact on household budgets. As more couples adapt to remote work arrangements, the study highlights how the division of household responsibilities like shopping can influence overall spending.

The details

The study analyzed shopping data from married households and found that families spend roughly 5% more when the husband does a larger share of the household shopping compared to when the wife handles more of the shopping duties. Experts say this could be because some men are less experienced at comparing prices and are more prone to impulse purchases, having been more accustomed to shopping just for themselves.

  • The National Bureau of Economic Research conducted the study in 2026.

The players

National Bureau of Economic Research

A private, nonprofit, nonpartisan organization that conducts economic research.

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The takeaway

The study underscores how traditional gender roles and shopping habits can have real financial implications for households, especially as remote work becomes more common. Couples may want to consider the division of household responsibilities like shopping to optimize their budgets.