MYTH #1: Why target women? Afterall, men average a higher income than women.

MYTH: Why target women if men average a higher income than women?

TRUTH: Whether or not this is true, women are the ones making the purchases.

Studies continue to vary somewhat on who makes more. And averages tend to throw things off since income is not always an indicator of total wealth.

But none of that matters really, because even if a woman does not work, studies consistently show that she is making the buying decisions for herself and her family. So ignoring her is short-sighted to say the very least.

  • 85% of all brand purchases are made by women
  • 94% the wealth acquired in the next four years, will be acquired by women*
  • 69% of household health decisions are made by women*
  • 74% of all NBA & NFL apparel is purchased by women
  • 91% of new home decisions are made by women**
  • 81% of grocery decisions are made by women
  • 60% of the online population are women
  • 62% of all workers are women
  • 71% of women feel that brands only consider them for beauty products and cleaning products
**Marketing to Women Conference



Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

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  1. Pingback: Myths About Marketing to Women « She-conomy

  2. What a great reminder and I love that you listed out the statistics! I don’t have to look any further than the way my husband and I make decisions on purchases – he hates to shop and when there IS something he’d like to purchase, we still decide together. My website is not dedicated just to women but the majority of those interested are women: moms raising children in more than one language.

    Thanks for this! I’m going to keep an eye out for more of your articles!