During the first half of 2025, year-over-year demand for discretionary products by female consumers remained flat, in contrast to a 3 percent increase in unit sales by men, according to data from Circana, Inc. The company said discretionary spending by women grew 1 percent on a dollar basis, while spending by men rose 2 percent.
Circana noted its findings come as discretionary spending has remained under pressure during the first half of 2024 due to elevated prices across retail, food and beverage, non-edible consumer packaged goods, and general merchandise.
“Female consumers are critical to retail performance, representing more than half of annual spending, and those purchase decisions,” stated Marshal Cohen, chief retail industry advisor, Circana. “Shifts in spending behavior among female consumers reveal signs of broader consumer changes brewing.”
Circana’s data analysis found that women appear to be opting for purchases that allow them to enliven their living spaces rather than making a larger, more expensive purchase.
Between January and June 2025, Circana found that the majority of the spending pullback among women was in furniture, apparel, juvenile products, and housewares. Home décor and team sports products gained the most ground among women.
Among channels, women also spent less on specialty apparel, department stores and mass merchants at the start of 2025, shifting more to e-commerce 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,” continued 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.”
