My last blog was about how tire dealers are going upscale to attract female customers. It’s been trendy lately to write about the purchasing power of women.

This online article is one of the first I’ve seen that cites research to show that “Men are imminently more comfortable hanging out at the mall” than they used to be. More than 42 million men are now considered the primary shopper for their households, one research firm says. A 2003 study says men were responsible for 70% of their own clothing purchases, up from 48% in 1998. Even traditional “mostly women” Stein Mart has started advertising in Esquire and GQ.

Keep the following in mind about men when laying out or redesigning your store, the experts say:

• They zero in on targets very quickly.
• They pay no attention to high signage. They stare into space. They reach for the familiar.
• They tend to buy themselves little treats and stray from the shopping list as they get more familiar with a store’s layout.
• The older he is, the less he probably views shopping as pleasurable.
• If he can’t march in, “kill something and drag it out,” it’s been an unsuccessful trip.

I know I’m going to make an effort to study the layout of successful male-oriented stores I visit. Stalwarts like The Sharper Image, Brooks Brothers and Eddie Bauer would be good places to start. See you there, guys.