Women have been more reluctant to engage in discretionary spending than men over the past several months, according to research from Circana.
Female consumers accounted for 59% of U.S. retail discretionary general merchandise spending over the past year.
Women are opting for purchases that allow them to spruce things up, the evidence suggests, rather than a bigger ticket spend, Circana indicated. Between January and June 2025, the majority of the pullback in spending among female shoppers impacted furniture, apparel, juvenile products and housewares. Home décor and team sports products gained the most ground across the demographic. Women also spent less in specialty apparel, department stores and mass merchants at the start of this year, Circana observed, shifting to e-commerce and warehouse clubs.
“Female consumers are critical to retail performance, representing more than half of annual spending, and those purchase decisions,” said Marshal Cohen, Circana chief retail industry advisor, in announcing the research findings. “Shifts in spending behavior among female consumers reveal signs of broader consumer changes brewing. 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. 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.”
