Snappy newsletters. Simple Facebook sharing. Spirited comments. Sweet features are waiting… GET THEM NOW!

Hot on Facebook
Guy Buys $123 Safe on eBay, Finds $26,000 Inside Seller tries to get half the cash back, fails »

Marketers Bank on Women in Recession

By Neal Colgrass,  Newser Staff

Posted Mar 14, 2009 6:26 AM CDT
Email

(Newser) – Some recession-wary companies are marketing more to women these days, the Economist reports. After all, women make more than 80% of discretionary buys in America, and are more loyal, product-plugging (or bashing) customers. But one expert says the strategy could turn off male buyers in traditionally masculine marketing areas like automotives—even though women buy most new cars.

Porsche ran that risk when it promoted an SUV for women, which temporarily boosted sales until male interest in the company fell off. But heavy layoffs in male-dominated businesses such as construction and manufacturing mean more households with female breadwinners, so expect to see more campaigns like Frito-Lay's "Only In A Woman's World.”

Companies are increasingly targeting women shoppers, who make more than 80% of discretionary purchases in the US.
Companies are increasingly targeting women shoppers, who make more than 80% of discretionary purchases in the US.   (Shutterstock)
« Prev« Prev | Next »Next » Slideshow
To report an error on this story, notify our editors.
A snapshot of the day's best news stories.
 
COMMENTS
Showing 1 of 1 comment
Guest
Mar 15, 2009 1:40 AM CDT
What marketers don't realize is that the stereotypical "loose with cash" woman of the 60's no longer exists. There have been too many smart women talk shows to educate women in spending. They may want to re-target the men for buyers.

More men out of work these days
New York Times

UN meeting looks at women in downturn
Voice of America

Hispanic women most stressed by economy
USA Today

 
shopping • women • marketing • recession • shoppers • female breadwinners

More Newser Stories

Women Spend 3 Years of Life Shopping

Small Labels Are the New Fashion Stars

New Low-Cal Dr Pepper 'Not for Women'

Broke 'Rents Crack Down on Kids' Sprees

Teens Are Spending Again at the Mall
NEWS FROM OUR PARTNERS
Other Sites We Like:   24/7 Wall St.   |   Betty Confidential   |   BuzzFeed   |   Cracked   |   Fark   |   Timelines   |   The Frisky   |   Geek Sugar   |   NewsOne