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There is no reliable universal ranking of what men love to splurge on. The available findings point to a mix of lasting purchases—such as shoes, clothing and watches—and more frequent treats, including travel, live entertainment and gaming. The ten categories below are an editorial guide, not a ranked list: the evidence comes from different populations and measures, so it cannot establish what all men prefer.
How to read the evidence
“Splurge” can mean buying a luxury product, spending more than last year in a category, or treating yourself to a smaller indulgence. Those are not interchangeable measures. YouGov’s 2024 findings describe US luxury shoppers who bought products in the past year; Julius Baer’s 2025 report tracks high-net-worth individuals (HNWIs) who increased spending in certain categories, by region; and The Conference Board’s 2025 US survey covers self-reported small-indulgence spending behavior. The Conference Board notes its survey may not align with actual spending. None of these sources establishes a ranked list for men overall.
With that distinction in mind, these ten categories offer a useful picture of where splurges may show up, from durable goods to experiences.
Ten categories men may splurge on
1. Quality or designer shoes
Shoes are a clear luxury-product example: 40% of US luxury shoppers in YouGov’s 2024 survey said they had purchased shoes in the past year. That figure covers luxury shoppers of all genders, not men alone. A higher-priced pair may be a practical splurge when it suits a buyer’s wardrobe and gets regular use; its value depends on fit, durability and how often it is worn.
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2. Men’s clothing
High-end men’s clothing appears in Julius Baer’s 2025 HNWI findings on increased spending. The share of respondents who spent more than the year before was 33% in North America, 48% in Latin America and 62% in the Middle East. These are regional figures for HNWIs, not percentages of all men or shares of total spending. YouGov’s broader luxury-shopper survey also found that 35% bought accessories in the past year, though that category is not limited to clothing.
3. Watches
Watches are a recognizable luxury purchase and one of the specific categories measured by the surveys. YouGov reported that 27% of US luxury shoppers bought watches in the past year. In Julius Baer’s 2025 regional results, 50% of Latin American HNWIs reported spending more than the year before on high-end watches. The studies do not identify leading brands or models, so the figures support the category, not a particular watch recommendation.
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4. Electronics and tech devices
Technology can be a large purchase or a recurring upgrade. YouGov found that 32% of US luxury shoppers had purchased electronic devices in the past year. Separately, The Conference Board identified tech devices among the areas where men especially fueled growth in US small-indulgence spending. Those findings describe different kinds of spending: luxury-product purchases in one case and smaller treats in the other.
5. Cars and motorbikes
Vehicles can be a substantial discretionary purchase, but the regional evidence here is narrow. In Julius Baer’s 2025 survey, 52% of Latin American HNWIs said they spent more than the year before on cars or motorbikes. That is a regional increase-in-spending measure, not a finding about men across countries or vehicle ownership generally.
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6. Hotels and premium travel
Travel combines experiences with potentially costly choices of accommodation and transport. In Julius Baer’s HNWI survey, hotels appeared among the regional top five categories for increased spending: 43% of North American respondents, 47% of European respondents, 65% of Middle Eastern respondents and 64% of APAC respondents spent more than the year before in that category. YouGov found that 23% of US luxury shoppers bought luxury vacations in the past year. These measures differ, and neither describes men alone.
7. Live entertainment
Concerts and other live events are experiences rather than durable luxury goods. The Conference Board’s 2025 US survey named live entertainment among the small-indulgence categories where men especially fueled growth. The finding concerns reported behavior, not luxury-item ownership, and it does not provide a universal preference ranking.
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8. Gaming
Gaming may involve small, repeated purchases as well as devices or other larger expenses. The Conference Board identified gaming among the small-indulgence areas where men especially fueled growth in its US survey. The source does not break out particular games, platforms or spending amounts, so it supports gaming as a broad category rather than a specific purchase.
9. Exercise and fitness
Exercise-related spending can range from a class or activity to equipment. The Conference Board’s 2025 survey included exercise among the small-indulgence categories where men especially fueled growth. That makes it an experience-oriented counterpart to clothing and watches, but the survey release does not specify which activities or purchases respondents chose.
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10. Dining, specialty food and drink
Food and drink can make a splurge relatively frequent rather than long-lasting. In YouGov’s 2024 survey, 27% of US luxury shoppers reported buying luxury food items in the past year. The Conference Board also named alcoholic beverages among the small-indulgence areas where men especially fueled growth. These are distinct findings: one concerns luxury food purchases by US luxury shoppers, while the other concerns self-reported small-indulgence behavior among US consumers.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the figures do—and do not—show
The percentages above should not be compared as if they were scores on one leaderboard. YouGov measured past-year purchases among US luxury shoppers in 2024. Julius Baer measured whether HNWIs in particular regions spent more than the previous year in 2025. The Conference Board described self-reported small-indulgence spending behavior among 3,000 US consumers in 2025. Different populations, years and questions produce different kinds of evidence.
For a personal budget, a useful way to judge any splurge is to compare its total cost with how often it will be used, how long it is likely to last, and how much it matters to you. Include upkeep or resale considerations for a physical item; for an experience, consider how often you want to spend on it and what else that money could fund. A category appearing in a survey is not, by itself, a reason to buy.
Quick Recap
Sources
- The Conference Board, “Men Lead Spending on ‘Little Luxuries’ amid Growing Economic Caution” (2025).
- YouGov, “A third of luxury shoppers expect to spend more on luxury products in 2024” (2024).
- Julius Baer, Global Wealth and Lifestyle Report 2025.
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