Interesting Stats on the Buying Power of Women / Moms

Surveys suggest that women make between 73 – 80% of buying decisions in US households. This translates into over $4 trillion in annual discretionary spending.

Michael Silverstein. The Female Economy: What Women Want.*
Marti Barletta, Marketing to Women: How to Understand, Reach and Increase Your Share of the World’s Largest Market Segment, 2nd Edition.**

Research indicates that, globally, women drive as much as 70 – 75% of all spending in consumer markets. This equates to more than $20 trillion of consumer spending worldwide.

Michael Silverstein and Kate Sayre. Women Want More: How to Compare Your Share of the World’s Largest, Fastest-Growing Market. New York.***
Euromonitor, Who Buys What: Identifying International Spending Patterns. February, 2007****

Los Angeles, Long Beach, Santa Ana Metropolitan Areas

Total # of Moms, Year 2010 = 1,575,656†

Subset of Expenditures Total Buying Power of Moms @ 73%
Food $8,788,898,872
Household Furnishings & Equipment $2,063,510,611
Housekeeping Supplies $744,198,085
Entertainment $3,199,936,744
Healthcare $2,889,374,947
Education $1,284,805,659
Personal Care Products & Services $864,972,118
Reading $141,478,152

†Source: US Census Bureau, 2010 Census, Los Angeles-Long Beach-Santa Ana Metro Area. Derived from Tables QT-P11 and PCT15.

*PowerPoint presentation on the U.S. shared with the Joint Economic Committee. 2008. (Cited on page 7 in, “Invest in Women, Invest in America: A Comprehensive Review of Women in the U.S. Economy,” December 2010. A report by the Majority Staff of the Joint Economic Committee, Representative Carolyn Maloney, Chair.)

**Chicago. Dearborn Trade Publishing, 2006. (Cited on page 6 in, “The Shriver Report: A Woman’s Nation Changes Everything.” A Study by Maria Shriver and the Center for American Progress. Heather Boushey and Ann O’Leary Editors. October 2009).

***HarperCollins Publishers. Copyright Boston Consulting Group, 2009. These findings come from a Boston Consulting Group survey of 12,000 women from 22 countries; 120 questions that delved into every aspect of their lives. For more information on the survey or to view the authors on NBC’s Today Show, see

****This study analyzed expenditure by gender, age, wealth and education in 35 countries and more than 70 market sectors. (Cited on page 14 in Sandra Lawsom and Douglas Gilman, The Power of the Purse: Gender Equality and Middle Class Spending, Goldman Sachs Global Research Institute. 2009.)


Research and statistics by Veronica Estrada