Marketers Bank on Women in Recession

By Neal Colgrass,  Newser Staff
Posted Mar 14, 2009 6:26 AM CDT
Companies are increasingly targeting women shoppers, who make more than 80% of discretionary purchases in the US.   (Shutterstock)

(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.”