Consumer Behavior

Most women identify as primary household shopper

Adobe Stock

May 4, 2023

Over three-quarters of women identify as the primary household shopper and yet brands and certain retail categories continue to focus on men as the big consumer.

That's a top finding of Numerator research tracking purchase data, according to a press release.

Additional findings include:

• Women spend $7.4 billion annually on power and hand tools, and 40% of female power and hand tool buyers made their purchase for their own use. The top DIY projects completed by them include landscaping/gardening (56% of female power/hand tool buyers), painting/wallpapering (51%), light fixture repair/installation (38%) and plumbing repair/installation (31%).
• 37% of female power/hand tool buyers learn how to use home improvement tools through instructional videos, and the top social networks for women include Facebook (76%), Instagram (48%) and Pinterest (44%).
• Younger women are more likely to purchase men's products for themselves. 58% of Gen Z and 51% of Millennial female buyers said they purchased men's razors for themselves, compared to just 31% of Gen X and 25% of Boomers female buyers.