MasterCard’s Annual Treat Index shows that while Europeans increasingly value the uplifting effect of treats, men splash out more
WATERLOO, Belgium – 26 January 2015 – It’s January, and amid the month’s gloominess, many of us will indulge in a treat or two to cheer ourselves up. In fact, the second annual MasterCard Treat Index reveals we’ve grown more willing to spend a little on the perfect pick-me-up: 42% of us say we’ll buy treats to bring us cheer, versus 33% last year. However, while for most the price of a treat is irrelevant, when it does come to spending big, MEN are in front.
Polling over 15,000 people across 17 countries, the research by MasterCard found that while both sexes increasingly value the power of treats, perhaps contrary to popular belief, men are likely to spend more on treats for themselves than women. In fact, almost one in five men (18%) spends more than €100, whereas less than one in ten women (8%) do – making men more than twice as likely to invest in self-treating.
Although men are the big spenders, it’s women who seem to truly embrace the power of treats to brighten their mood: when asked, one in three men (33%) said they buy treats to cheer themselves up, while over half of all women do (51%) – showing that while women aren’t spending as much, they are getting more joy from self-treating. The most ‘treat-happy’ women in Europe hail from Turkey, with a whopping 67% saying treats bring them cheer; however, Turkey is also home to Europe’s most ‘treat-happy’ men, with just over half (51%) of men saying treats cheer them up, beating the continental average.
Interestingly, people feel guilt-free about occasionally splurging on a bit of happiness (58%), reinforcing last year’s findings that most believe treats are a basic right. Not only are women spending less but the results show they feel guiltier about treating themselves. Swedish women feel the guiltiest in Europe, with more than one in four (26%) saying they felt guilt (versus 16% for men) – this despite Swedish men being almost four times more likely to spend more on treats than women: one in five (19%) men spend over €100; that figure falls to just one in twenty (5%) for Swedish women.
The European findings are all the more thought-provoking given men treat themselves just as frequently as women, with most treating themselves more than once a month (18% for men, 17% for women). In all, it seems that men tend to spoil themselves just as often as women, yet get their joy from bigger ticket items: 24% of men versus 13% of women spend on pricier treats such as holidays, entertainment and technology. It seems the treats men favour outstrip the cost of women’s typically less expensive pleasures, such as beauty, magazines, and chocolates and cakes. Greek men demonstrate this, with 45% – the highest in Europe – saying holidays are their main treat; meanwhile, 57% Romanian women will treat themselves to a lipstick or other cosmetic, more than in any other European country.
The results suggest that men spend more on experiences, and use treats as a way to enhance the joy of ‘play days’: 18% say they treat themselves at weekends, versus 13% for women. This indicates men may associate treats with making the most of downtime; whereas women may view treats as a way to bring a bit of cheer to everyday life.
Javier Perez, President of MasterCard Europe, commented: “The MasterCard Treat Index has established that whatever their value, treats can help cheer us up, something many of us need during the long winter months. It is also reassuring to know that despite ongoing economic uncertainty, people are not afraid to still invest in themselves every once and a while. Of course at the heart of treating is the inherent need for peace of mind when it comes to paying. No one wants to indulge in a treat only to become a victim of fraud in the process. At MasterCard we understand that people work hard for their money and so we work hard to protect it.”
The study revealed other insights about how our approach to treating ourselves varies across countries and by age group;
o Swedes are more likely to feel guilty when they treat themselves (21%), while Turks (8%) and Russians (9%) are least likely to
o Turks (71%) are most likely to treat themselves at least once a month, while Czechs (27%) are least likely to treat themselves this frequently
o Millennials are nearly twice as likely (60%) as Boomers (34%) to treat themselves once a month or more frequently
o Timing is also a factor with Millennials more than twice as likely to buy treats at the weekend (21%), after a hard day at work (20%), or pay day (25%), compared to Boomers at 14%, 7% and 14% respectively
Notes to editors:
The research was conducted by Toluna across 17 countries: Austria, Belgium, France, Germany, Italy, Netherlands, Poland, Russia, Spain, Sweden, Switzerland, Turkey, UK, Czech Republic, Greece, Hungary and Romania. 15,129 consumers were polled between October 1st and 15th, 2014.
About MasterCard
MasterCard (NYSE: MA), www.mastercard.com,is a technology company in the global payments industry. We operate the world’s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard’s products and solutions make everyday commerce activities – such as shopping, traveling, running a business and managing finances – easier, more secure and more efficient for everyone. Follow us on Twitter @MasterCardNews,join the discussion on the Cashless Pioneers Blog and subscribe for the latest news on the Engagement Bureau.
Contacts:
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