Ray Smith of the Wall Street Journal looks into the spending habits of today's style-conscious man and why e-commerce retailers so badly wan to attract them. "When it comes to the upper income consumers that these sites target, men may buy less than women, but they spend more," writes Smith. "Men spent an average of $3,970 on Internet purchases during the fourth quarter of 2009 compared with $1,958 for women, according to Unity Marketing." And while he theorizes that some guys might like the competitive sport of shopping flash sites like Gilt, most men aren't necessarily eager discount shoppers.

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