The Outsize Influence of Female Shoppers

When it comes to marketing, it’s important to consider the needs of female shoppers. That’s because women account for a huge portion of American buying power and influence the majority of household purchasing decisions. In fact, according to Forbes, “Women drive 70-80% of all consumer purchasing, through a combination of their buying power and influence. Influence means that even when a woman isn’t paying for something herself, she is often the vote or veto behind someone else’s purchase.”

female shoppers

Female shoppers control the purse strings in more ways than one.

Women’s effect on purchasing decisions can’t be ignored. That’s because women often act as caregivers for their own children as well as elderly parents, which means they are often making purchasing decisions for multiple households.  

Whether or not your product or service is directly meant for women, it is still important to consider them when it comes time to create your marketing campaign. To make the most of your marketing, it’s important to make sure that it will appeal to female consumers.

These are just a few factors that tend to influence the purchasing decisions of female shoppers:


  • Emotional response. Whereas men tend to go shopping to fulfill a specific need, women are more likely to approach shopping as a journey. While men prefer marketing efforts that explain the whys and hows of a product, women respond better to marketing that elicits a positive emotional response.
  • Service that centers their needs. Women tend to prize customer service, but what they want tends to differ from men. Whereas men are usually focused with getting in and out quickly, women want to feel important and valued.
  • Trustworthiness. While both genders have quickly adopted the convenience of online shopping, women tend to be more wary of cyber security. While men are often more focused on finding the best deal, women are more cautions about sharing their data with an unvetted company and prefer to stick to retailers that they know they can trust.

By carefully considering the needs and impulses of your female consumers, you’ll be better positioned to take advantage of their incredible purchasing power.

About Observation Baltimore:

At Observation Baltimore, we understand that the success of your research is directly tied to the quality of your participants.  Recognized as one of the top Maryland market research facilities and rated “One of the World’s Best” by Impulse Survey, we believe that Experienced Recruiting Makes the Difference.  Our experienced recruiting is the foundation of our mission, as well as courteous and proactive hospitality and client services. Just six minutes from BWI airport and AMTRAK, our Baltimore research facility has a great location. Most importantly, we understand market research!


This entry was posted on Wednesday, September 28th, 2016 at 1:09 pm. Both comments and pings are currently closed.

Comments are closed.