Female MLB superfans buy merch more frequently than their male counterparts
April 11th, 2024, Rishad Dsouza

Female MLB superfans buy merch more frequently than their male counterparts

The MLB 2024 season is under way, and fans graced the opening weekend in big numbers – many donning official merchandise supporting their teams. But how often do these fans purchase merchandise and are there differences based on demographic or other factors?

A YouGov Surveys poll run in February finds that a fifth of all MLB fans buy merchandise like jerseys, team hats and shorts every single season (20%). Another 15% buy gear every other season, while another fifth of them (19%) pick up gear once every three to five seasons. A plurality of fans are more conservative with their purchase frequency, buying gear less often than every half a decade (27%). Yet, only 16% of fans say they don’t buy gear at all.

Younger MLB fans buy more frequently, with a quarter of those aged 18-29 saying they buy every season (25%). Additionally, a fifth of them buy gear every other season (22%). Those aged 30-44 also present largely similar shares to their younger counterparts. But numbers dip significantly among the older age groups. Overall, just 19% of those aged over 65 say they buy gear either every season or every alternate season.

Women purchase gear less often than men – with nearly of third of them saying they buy less often than every five seasons (31%) compared to just 23% of men. That said, men are slightly more likely to be non-buyers (18% vs 13%).

Things get more interesting when examining MLB super fans – i.e., only those who say they are very interested in the league. Within this set, women are more likely to buy gear every season (40%) than men (33%), while also being less likely to be non-buyers (3% vs 8%).

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Methodology: YouGov polled 2,000 US adults online between February 29 to March 1, 2024. The survey was carried out through YouGov Surveys: Self-serve. The total sample of MLB fans is 774 adults. Data is weighted by age, gender, race, political affiliation, education level and region with quotas on age.