Groupon Finds that Looking Good Throughout Your Life Doesn’t Come Cheap: Women $225,360 vs. Men $175,680


  • Women who said they routinely spend money on their appearance will shell out almost a quarter of a million dollars ($3,756 year, $313 month) throughout their lifetime vs. $175,680 ($2,928 year, $244 month) for men who said that they do the same


  • More than one-fourth of all appearance-related spending is on the face ($51,120)––more than any other body part or area


  • Women spend the most on facials, haircuts, makeup, manicures and pedicures, and men spend the most on facial moisturizers, gym memberships, hand cream, shaving products and supplements


  • Weight, hair and skin quality were identified as the top appearance concerns by both men and women



American women spend nearly a quarter of a million dollars on their appearance in their lifetime, new research reveals.


Groupon’s study celebrated the official start of summer by asking 2,000 Americans the amount of money they regularly spend on their appearance and uncovered some interesting trends.


The women surveyed who said they routinely spend money on their appearance spend an average of $3,756 a year (or $313 a month), which adds up to $225,360 throughout their entire lifetime (ages 18-78).


Male respondents spend an average of $2,928 per year (or $244 a month), totaling $175,680 or about one-fourth (22%) less than women throughout their lifetime.


The survey conducted in recognition of Groupon’s summer Pop Up Party beauty collection––running through June 23––also revealed that more than one-fourth of all appearance-related spending is on the face ($51,120), which is more than any other body part or area.


“Summer is the most popular season to take full advantage of all of the affordable beauty treatments and services available to help you look and feel your best,” said Silvija Martincevic, vice president and general manager of health, beauty and wellness at Groupon. “Whether it’s a trip to the beach, a wedding or a family vacation, Groupon makes it easy for you to get the most out of your warm weather adventures––and to look great in selfies.”


The survey, conducted by market researchers OnePoll and commissioned by Groupon, found that women spend almost twice as much on their face on average than men ($91 vs. $51 per month)–a gap which is largely driven by makeup purchases.

Interestingly, the survey results indicated that people in their 30s on average spend more on facial moisturizer and anti-aging products than people in their 40s, 50s or 60s.


And despite their youthfulness, people in their 20s spend more on average on makeup than any other age group.


Participants spend $58 per month on haircuts, products and shaving supplies, with women spending more overall on average than men. Fitness fanatics spend nearly $95 (106?)  per month on gym memberships, classes, supplements and apps, with men spending more overall on average than women.


Respondents also indicated that they become more content with their appearance as they get older. When asked if they wanted more money to spend on their appearance if given the chance, half of those in their 60s said they would turn down the opportunity compared with only a quarter of those in their 20s.


“These lifetime figures show an incredible amount is put towards improving and maintaining our appearances,” Martincevic added. “No matter your age or gender, we’re all concerned with looking and feeling great and finding ways to do that without breaking the bank can make all the difference.”


Through its Pop Up Party collection, Groupon is offering a number of ways for people to save money and look their best this summer by visiting the following well-known places:








Creams/lotions/ moisturizer/anti-ageing                                              57




Make up/ beauty spend and treatments                                              58




Hair spends (cuts, products, removal)                                    58




Fitness spend (gym, classes, supplements)                                       106





IMAGE SPEND PER MONTH                                                            279




IMAGE SPEND PER YEAR                                                                            3,348



IMAGE SPEND PER ADULT LIFETIME (18-78)                                         200,880









MEN                                        WOMEN




Creams/lotions/ moisturizer/anti-ageing                      65                                            49




Make up/ beauty spend and treatments                      –                                            115




Hair spends (cuts, products, removal)            56                                            60




Fitness spend (gym, classes, supplements)               123                                          89





IMAGE SPEND PER MONTH                        244                                          313


51 (face)                                  91 (face)


IMAGE SPEND PER YEAR                                        2,928                                       3,756



IMAGE SPEND PER ADULT LIFETIME (18-78)    175, 680                          225,360



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