Study: How Will (Female) Shoppers Behave This Holiday Season?

It’s the question that’s dogged every marketer for the past twelve months.

The quarterly “Why She Buys” shopping index, created by female-centric firm Lippe Taylor and influencer marketing company SheSpeaks, reached some revealing if not entirely unexpected holiday season conclusions after surveying more than 3,000 American women. A few of the big numbers:

• 43% of women are “very” or “somewhat” concerned about their financial situations, up 19% from the prior year
• 48% of women say they will spend less during the holiday season than last year, which is a 30% increase from the prior year
• Women are equally likely to shop on Black Friday (50%) and Small Biz Saturday (33%) when compared to last year, while only 16% say they will shop on Thanksgiving

So they’re going to be shopping on Black Friday, protests be damned—but they’re only in it for the sales.

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