This Article is on How to Market to Women Women's increasing buying and decision-making power is the driving force behind many of today's big retail trends. Two of the biggest such phenomena, are home-improvement fever and the "mass luxury movement," whereby even middle-income consumers are buying designer names once accessible only to the affluent. Although more females than ever are working outside the home, 75% of housework is done by women. These busy women, earning their own money, are now inclined to buy things they might have once considered extravagant.
Even in economically lean times, a woman who earns her own money will spend. Why?
Here is why:
These are the 55 million working women in America, many of whom, especially those under 50, have one or two children. Almost all of them work full time or part-time (with full time hours), an average of 40 hours a week, in stressful jobs with unpredictable hours. They're also still responsible for most if not all of the household chores. They help their kids with homework, and are the chauffeur service for the kids' soccer or music classes. They have relatively little time for themselves, usually an hour or so after their kids have gone to sleep. About 25% of them make more money than their husbands or boyfriends. She's the chief purchasing agent of the family. She's extremely brand-attuned and does a lot of research before buying, usually to save money. She can't afford to buy everything and will decide where to trade up or down. She decides when her family needs a vacation and where they should go. She's the dominant influence in a two-person household.
Her power has dramatically increased because she calls it her money. And that's a big difference from 1970, when it wasn't her money, it was his money. Almost all of the 100% of growth in family incomes from 1970 to 2003 came from a woman's income. And she knows that her family is leading a more affluent life because of her, and it's not an option to stop working.
She's on the Internet looking at consumer reviews and researching alternatives, creating spreadsheets, purchase lists, and acquisition models. She takes her job as family purchasing officer seriously.
So how to market to this new kind of female?
One must read and inform themselves on how to reach them. For information on the best way to market to women, get the eBook from: http://tinyurl.com/marketingtowomen called "Marketing to Women".
