— Men may have snapped up more deals last year but women are expected to give men a run for their money when Rakuten brings back its flagship Super Sale across Western Europe starting from March 25

BERLIN, March 24, 2015 /PRNewswire/ — European men are currently bigger shoppers when it comes to shopping during an online sale compared to their female counterparts, according to leading internet services company Rakuten, which runs five online shopping platforms across Western Europe, among other services. However, this trend may well change this year.

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Based on data from its most recent round of Super Sale* — Rakuten’s hallmark online discount event — conducted in late 2014 in Europe, Rakuten found that 68% of online sale shoppers were men.

On average, European men spent 60% more during the Super Sale compared to a non-sale period**, with German men showing the biggest incremental spend (90% more) and Austrians the least (41%). European men also spent nearly twice that of women during the Super Sale, compared to just 25% more during non-sale periods. Men were also more likely than women to use coupon codes to obtain further discounts, with Spanish men (87%) the most adept at it, Austrians (83%) and Germans (82%) following closely behind, and French men (74%) the least.

However, women are expected to have a stronger showing this year when Rakuten brings back the Super Sale in March and April, with women-friendly categories such as home and living products, fashion and accessories, as well as food and beverages, strengthened significantly, in addition to consumer electronics, which were the favourites of the previous Super Sale.

But with variety and diversity of products a key staple of all Rakuten’s marketplace platforms, unusual products are also expected to make it into the shopping cart. In the last Super Sale, items such as men’s stockings, LED-light dog leashes, visits to snail farms, tongue tattoos and Knight Eggs (egg-holder designed like a knight’s armour) also saw affinity with adventurous shoppers — both male and female.

Gender aside, German shoppers are expected to be the speediest spenders, compared with their Austrian, Spanish and French counterparts. In the last Super Sale, 83% of German shoppers completed their shopping spree in 30 minutes or less, compared with 75% in Austria and France, and 68% in Spain.

In addition, age does not seem to be a barrier for shoppers who are keen to get the best deal, with shoppers up to 89 years old participating in the Super Sale***.

The Rakuten Super Sale is the biggest online sale in Japan. Previously only limited to shoppers in Japan, the Super Sale has since expanded to Rakuten’s marketplaces in Europe, Asia and the Americas.

In Europe, the Super Sale will kick off with the United Kingdom and Spain (March 25 – 31), before moving on to France (April 1 – 5) and concluding with Germany and Austria (April 15 – 21). Massive savings of up to 50% across a broad range of product categories can be expected at www.rakuten.co.uk, www.rakuten.es, www.priceminister.com, www.rakuten.de and www.rakuten.at respectively.



The data in the press release is extracted from Rakuten’s Super Sale events conducted in Germany, Austria, Spain and France between September and November 2014. Data for the United Kingdom is not available as Rakuten.co.uk will conduct its first Super Sale in March 2015 on the back of its recent launch in October 2014.


Non-sale period is defined in this press release as the one month before the Super Sale


Age data is self-reported by the shopper

About Rakuten

Rakuten, Inc. (TOKYO:4755), is one of the world’s leading Internet services companies. We provide a variety of products and services for consumers and businesses, with a focus on e-commerce, finance, and digital content. Since 2012, Rakuten has been ranked among the world’s ‘Top 20 Most Innovative Companies’ in Forbes magazine’s annual list. Rakuten is expanding worldwide and currently operates throughout Asia, Europe, the Americas and Oceania. Founded in 1997, Rakuten is headquartered in Tokyo, with over 14,000 employees and partner staff worldwide.