The Rise of Female Consumers in Marketing: Why Small Businesses Can't Afford to Ignore This Shift
Here at Express Strategic Services, we’re always keeping an eye on market trends, and one of the biggest shifts we’re seeing in 2025 is the rise of female consumers. As we're sure you've seen, women are no longer sitting on the sidelines but instead are leading the charge in purchasing decisions. From home goods to tech gadgets, women control a staggering 85% of consumer purchases. As small business owners, this is HUGE news because the way you market your entire business is shifting towards women.
So grab your favorite cup of coffee and let’s dive into why this trend matters for your small business and how you can adjust your marketing to make the most of this shift.
The Power of Female Consumers
Women have always been key decision-makers in purchasing goods and services for their homes and families, but in 2025, they’re stepping into the spotlight more than ever. Women now control over $7 trillion in global consumer spending and are responsible for the vast majority of spending across industries.
The days of simply catering to “the household” are over. Today, women are not just buying products; they’re shaping trends, influencing brand loyalty, and deciding where to spend their hard-earned money, and the numbers don’t lie - 85% of consumer purchases are in their hands. This means that women aren’t just an important audience - they’re becoming your primary audience.
Why This Matters for Small Businesses
As a small business owner, it’s crucial to recognize the immense impact women have on your bottom line. Women are driving purchasing power, and understanding how to connect with them can transform the way you do business. Here’s why focusing on female consumers is essential:
They Control the Purse Strings
Unlike 100 years ago, women’s influence extends beyond traditional categories like groceries and household products. Today, they’re the ones making decisions about things like cars, tech gadgets, and even financial services. That’s a lot of purchasing power packed into one demographic! If you’re not tailoring your marketing to appeal to this audience, you’re missing out on a massive opportunity to grow your small business.
The Digital Marketplace is Our Playground
In today’s online world, women are at the forefront of e-commerce. According to recent studies, over 70% of women make their purchasing decisions online. For us small businesses, this means it’s not just enough to have a website, you need to optimize your digital presence to be accessible, user-friendly, and engaging. From Instagram posts to email newsletters, women are looking for brands that speak directly to their needs and desires.
Social Proof Matters to Women
Women trust recommendations from friends, family, and online influencers before making purchasing decisions. 79% of women rely on social proof - whether through reviews, word-of-mouth, or social media shoutouts - before committing to a purchase. For small companies, this is an excellent opportunity to build loyalty and trust. By nurturing a community of satisfied customers and encouraging them to share their experiences, you can organically grow your brand's presence and reach.
Values Drive Purchases
Let's face it, today’s women want to support brands that align with their values. Whether it’s sustainability, social justice, or empowering women in business, women are more likely to purchase from companies that share their beliefs. As a business owner, this is your chance to connect on a deeper level with your audience. Show your commitment to causes that matter, and you’ll build stronger relationships with customers who want to support brands that reflect their own principles.
Who Runs The World? Girls.
The rise of female consumers is not just a passing trend - it’s a fundamental shift in the marketplace. Women are the driving force behind a significant portion of purchasing decisions, and if you’re a small business, this is your chance to tap into an incredibly powerful market.
By understanding the needs, desires, and values of female consumers, you can craft marketing strategies that resonate deeply with this audience. From engaging on social media to showcasing your brand’s authenticity, the opportunities for small businesses to grow and thrive are endless. At Express Strategic Services, we believe that when you cater to the women who make up the heart of your customer base, you’re setting your business up for success.
So, let’s raise our coffee mugs (or your preferred beverage) to the powerful women who are changing the game. It’s time for your business to join the movement!
