“ ‘Brandweek has an interesting story about a new demographic group christened ‘MyTHs’ – Mommies with Traveling Husbands.
Because of pressures created by demanding jobs, Brandweek writes, ‘a growing number of moms are stepping in to cover for displaced dads, whether business consultants only home on weekends, contract workers on location for six months or military mates serving overseas.’ And while this ratchets up the demands on these mothers, ‘they accept their role for a variety of reasons, such as wanting to support a husband's career aspirations, maintaining a higher standard of living or remaining home with their children.’
This isn’t just a demographic group created by some statistical analyst with nothing else to do. It is, in fact, a group that changes its buying habits during the time that its members are functioning as de facto single parents. ‘The difference is that this new generation of empowered, educated and often income-earning moms is more maverick than martyr,’ Brandweek writes. ‘MyTHs, left alone with the kids for several days a week, a month or even a year while husbands pursue careers, will mind the home front but they expect help. And they are ready to pay for it.’
This means offering more pickup and delivery options, and sometimes even at off hours, since it sometimes can be nine or ten o’clock at night when they realize there’s no milk in the refrigerator. And, it means that savvy retailers can cement their relationship with these moms by providing a portal to other services that might ordinarily be handled by a spouse, like snow shoveling or basic chores that moms are perfectly capable of doing, but just don’t want to or don’t have time to do.
Brandweek writes: ‘Seduce them with options: A Girls' Night Out at the local mall; discounted movie nights; a reading group at the book store; a private group cooking class at a kitchen store; a free yoga lesson to entice them into more. Jubilant over their freedom, MyTHs are likely to spend on themselves, their lonely spouse-on-the-road or their delightful children at home.’ ” Source: morningnewsbeat.com
Is this really news to anyone?
Okay, the cute name is new, but is the fact that women are important consumers actually a surprise to anyone in retailing or marketing? The female of the house has been the Chief Operating Officer for quite some time now, and you can bet that almost every purchasing decision goes through her hands. If you want the statistic, she controls over 80 percent of the purchasing decisions. And since there are more female single heads of households than there are male, these women make ALL of the purchasing decisions. That’s why companies like Toyota have become so female friendly in the past few years.
Women are 51 percent of the population; 85 + percent are working; women control 60% of America’s assets; 25 percent make more than their husbands; and more people work for female owned companies than the entire Fortune 500 companies combined – globally. And companies are still wondering if she is an important customer? Give us a break!
Today’s busy woman, whether she does or does not, have a spouse, or does or does not have kids, is busy. She’s definitely time starved and stressed out. Of course businesses need to have services and conveniences that make her life easier. And of course, anything that you can do Shoppertainment-wise to connect her to your store is both good for her and good for your business.
“Girls' Night Out”? Please. Been there done that! You guys have moved on “Pampered Night Out” with martinis and manicures; in-store catered dinners, complete with white table cloths and wait staff; valet parking by the local high school football team – in full uniform; demos and crops and makit & takits; pedicures; chair massages; amd more.
Marketers could learn a trick or two from our readers. You guys know how to attract and connect female shoppers to your stores – keep up the good work!
Georganne and Rich
P.S. If you’d like to learn more about this topic, click on the link below to download our article “He Said/She Said: The Differences in How Men and Women Shop”.
http://www.kizerandbender.com/pdf/HeSaid_SheSaid.pdf
P.P.S. Many of us women travel for business or are serving overseas, too. What’s the cute name for our husbands? "HyTWs" – Husbands with Traveling Wives – isn’t going to cut it. You guys are creative -- click on Comments” and share your ideas!
Because of pressures created by demanding jobs, Brandweek writes, ‘a growing number of moms are stepping in to cover for displaced dads, whether business consultants only home on weekends, contract workers on location for six months or military mates serving overseas.’ And while this ratchets up the demands on these mothers, ‘they accept their role for a variety of reasons, such as wanting to support a husband's career aspirations, maintaining a higher standard of living or remaining home with their children.’
This isn’t just a demographic group created by some statistical analyst with nothing else to do. It is, in fact, a group that changes its buying habits during the time that its members are functioning as de facto single parents. ‘The difference is that this new generation of empowered, educated and often income-earning moms is more maverick than martyr,’ Brandweek writes. ‘MyTHs, left alone with the kids for several days a week, a month or even a year while husbands pursue careers, will mind the home front but they expect help. And they are ready to pay for it.’
This means offering more pickup and delivery options, and sometimes even at off hours, since it sometimes can be nine or ten o’clock at night when they realize there’s no milk in the refrigerator. And, it means that savvy retailers can cement their relationship with these moms by providing a portal to other services that might ordinarily be handled by a spouse, like snow shoveling or basic chores that moms are perfectly capable of doing, but just don’t want to or don’t have time to do.
Brandweek writes: ‘Seduce them with options: A Girls' Night Out at the local mall; discounted movie nights; a reading group at the book store; a private group cooking class at a kitchen store; a free yoga lesson to entice them into more. Jubilant over their freedom, MyTHs are likely to spend on themselves, their lonely spouse-on-the-road or their delightful children at home.’ ” Source: morningnewsbeat.com
Is this really news to anyone?
Okay, the cute name is new, but is the fact that women are important consumers actually a surprise to anyone in retailing or marketing? The female of the house has been the Chief Operating Officer for quite some time now, and you can bet that almost every purchasing decision goes through her hands. If you want the statistic, she controls over 80 percent of the purchasing decisions. And since there are more female single heads of households than there are male, these women make ALL of the purchasing decisions. That’s why companies like Toyota have become so female friendly in the past few years.
Women are 51 percent of the population; 85 + percent are working; women control 60% of America’s assets; 25 percent make more than their husbands; and more people work for female owned companies than the entire Fortune 500 companies combined – globally. And companies are still wondering if she is an important customer? Give us a break!
Today’s busy woman, whether she does or does not, have a spouse, or does or does not have kids, is busy. She’s definitely time starved and stressed out. Of course businesses need to have services and conveniences that make her life easier. And of course, anything that you can do Shoppertainment-wise to connect her to your store is both good for her and good for your business.
“Girls' Night Out”? Please. Been there done that! You guys have moved on “Pampered Night Out” with martinis and manicures; in-store catered dinners, complete with white table cloths and wait staff; valet parking by the local high school football team – in full uniform; demos and crops and makit & takits; pedicures; chair massages; amd more.
Marketers could learn a trick or two from our readers. You guys know how to attract and connect female shoppers to your stores – keep up the good work!
Georganne and Rich
P.S. If you’d like to learn more about this topic, click on the link below to download our article “He Said/She Said: The Differences in How Men and Women Shop”.
http://www.kizerandbender.com/pdf/HeSaid_SheSaid.pdf
P.P.S. Many of us women travel for business or are serving overseas, too. What’s the cute name for our husbands? "HyTWs" – Husbands with Traveling Wives – isn’t going to cut it. You guys are creative -- click on Comments” and share your ideas!
