Female Shoppers Are Slowing Down — Here’s How to Win Them Back

Women control 59% of U.S. discretionary retail spending.
Let me repeat that — nearly 6 out of every 10 dollars in discretionary retail gets spent by women.

And yet… their spending growth is flat.
Unit sales are up just +1% year over year, compared to +2% for men.

This is a flashing neon sign for e-commerce merchants:
The largest spending group in retail is buying more cautiously.

If you sell anything online, this should make you sit up straight. Because cautious shoppers don’t just need more discounts — they need more reasons.

The Big Mistake Most Merchants Will Make

They’ll chase the growth — target men harder, lean into products with rising demand.
Makes sense… until you realize you’re leaving 59% of the pie on the table.

Female shoppers aren’t disappearing. They’re just being pickier.
And pickier customers can actually be more profitable — if you know how to speak their language.

The 3-Step “Reconnect” Framework

Here’s exactly how to re-engage female shoppers starting today.

1. Stop Leading With Discounts. Lead With Value.

A 30% off banner says: We’re cheap.
A “Buy Once, Love Forever” banner says: We’re worth it.

Today’s female shopper is thinking: Will this last? Will it actually make my life better?

Copy to steal:

• “Made to Outlast Trends”

• “Quality That Pays for Itself”

• “The Last [Product Type] You’ll Ever Need”

2. Sell Multipurpose, Life-Improving Bundles

Bundling isn’t new. But the way you frame it is everything.
A beauty brand can package moisturizer + SPF + tinted cream as “The 3-Minute Morning.”
A home goods store can pair a throw blanket + scented candle + tea set as “Cozy in a Box.”

The point: Make it feel like one product solves three problems.
Add a small discount (5–10%), but make the benefit the star — not the price.

3. Make Her the Hero of the Story

People buy from people — especially people they see themselves in.

Show female customers using your product in their real lives.
Spotlight your female founder or designer if you have one.
Encourage “Before & After” transformations or “Day in My Life” reels from your customers.

UGC isn’t just about social proof. It’s a mirror that lets shoppers see themselves owning your product.

Why This Matters Now

The merchants who adjust now will own the second half of 2025.

Everyone else will keep slashing prices, wondering why conversion rates are stuck in the mud.
You don’t have to compete on being the cheapest — you have to compete on being the most worth it.

If you’re reading this and sell online:
Pull up your homepage and top product pages right now.
Ask yourself — Am I talking about why my product matters, or am I just yelling about price?

Change one headline today. Track the conversion rate over the next 7 days.
If you do it right, you’ll see why this group — even in “slow mode” — can still drive your biggest wins.

— Parker Burr