The Family’s Chief Purchasing Officer

Women make over 85% of the buying decisions in U.S. households today. They’ve become nearly every family’s chief purchasing officer.

It’s no longer just the men who decide whether the house needs a plasma TV, more shelves, a new bath, or even a remodeled kitchen. Besides being the primary purchaser of the weekly groceries, women are buying a majority of all consumer-electronics and home-improvement goods today. In the process, women are dramatically changing how products are designed and marketed in America. If you catch on to this early you may just be able to catch her attention and her wallet.



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

2 Responses to “The Family’s Chief Purchasing Officer”

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