Buying power of women on display
More women are making household buying decisions across the country and business owners and marketers are tailoring services to reflect the shift.
“There is a pretty huge, emerging trend,” said Ruth Winig, senior vice president at Frank About Women, a marketing-to-women company in Winston-Salem, N.C.
But reaching women isn’t easy.
“Targeting and predicting female consumer behavior has never been more complicated than it is today,” she said.
Women are busier today — often juggling a job, a home and family — significantly reducing the amount of time they have to shop and be enticed to shop by advertising or marketing campaigns.
“It’s (shopping) become more of a necessity rather than for pleasure,” said Tom Scott, senior vice president of the Michigan Retailers Association, a statewide trade association of retail businesses.
Consequently, Winig said she’s seen an uptick in the number and popularity of women’s expos.
“Women are always looking for a one-stop wonder of information and resources,” she said. “An expo is a pretty contemporary social networking device. It’s a great way to bring women together. It becomes an outing. It’s a part of that ‘me time.’ “
