The holiday shopping habits of men have a huge impact on retailers’ bottom lines. They may claim that they hate to shop, but it turns out that they’re far more willing to shell out big dollars than women. Like women, they prefer to find deals and to shop online, but “32% of men are willing to pay a little more to shop in stores that they can get in and out of quickly.”Source: WSL Survey, 2013.What this means for retailers is that they need to make sure their message focused on capturing the attention of men. Marketers need to ensure that their ads reach men everywhere they’re consuming media: online, on their mobile devices, and in magazines. Make sure you provide solutions to his shopping needs (make it easy), and what he’s willing to spend.Of course, it’s possible that men tend to spend more and go over budget more than women because they do most of their shopping later than female shoppers.Whether you want to reach men or women, your media mix better be integrated this holiday season. Consumers in are shopping earlier and relying on mobile more, and men in particular expect to spend more this year than they did last.