CHICAGO — Female consumers, who account for 59% of U.S. discretionary general merchandise spending, are tightening their wallets at a faster rate than men, according to new data from Circana.
In the first half of 2025, year-over-year demand for discretionary goods among women was flat, compared with a 3% increase in unit sales from men. Spending by women grew just 1% during the period, while men’s spending rose 2%. Elevated prices in food, beverages, non-edible CPG, and general merchandise have pressured budgets across the board.
Marshal Cohen, Circana’s chief retail industry advisor, noted that women’s purchasing behavior can serve as an indicator for broader retail trends. “Female consumers are critical to retail performance, representing more than half of annual spending, and those purchase decisions,” Cohen said. “Shifts in spending behavior among female consumers reveal signs of broader consumer changes brewing.”
Women are showing a preference for “spruce-up” purchases over big-ticket items. Between January and June, the steepest pullbacks were in furniture, apparel, juvenile products, and housewares. Gains came in home décor and team sports products. Female shoppers also reduced spending in specialty apparel, department stores, and mass merchants, shifting more to ecommerce and warehouse clubs.
“A number of demographic spending shifts are happening across retail, making it more important than ever for brands to understand the mindset of each consumer group, and work to reach them in a more personalized way. Female-focused products are inspiring spending with front-and-center marketing that taps into lifestyle and fashion, and fuels momentum and gains,” said Cohen. “As goes the female shopper, so goes retail — the mantra that will help retail navigate one of the biggest changes in consumer behavior occurring right now.”
