Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Engaged Women Are Big Spenders on Items from Beauty Aids to Furniture

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Engaged Women Are Big Spenders on Items from Beauty Aids to Furniture

Article excerpt

Women who are engaged to be married spend more heavily than their single female peers across a variety of products and services, according to Roper Starch research commissioned by Modem Bride magazine. The study, which examines engaged and single women in their 20s, finds that engaged women expect both their household income and household spending to increase over the next year (78% expect income to increase, and 56% expect spending to increase).

Engaged women are more likely than single women to have Internet access (89% of engaged women versus 72% of single women) and to make online purchases (51% of engaged women and 44% of single women made a purchase on the Internet in the last 12 months.)

Contrary to the popular image of the engagement period as being focused exclusively on expenses incurred around the wedding itself, engaged women are very active in buying products ranging from cars to cell phones to insurance.

Engaged women are more brand-conscious than their single peers, especially when it comes to items for the home.

Engaged women are more likely than single women to be starting new exercise and diet routines, upgrading their cosmetics, and trying new skincare products. They are also more likely to request prescriptions from their doctors for conditions that affect physical appearance, such as acne, weight control, and contact lenses.

For women, the engagement period is a time of heightened purchasing activity in all aspects of home furnishing and decorating. More than three quarters (78%) of engaged women say they will be replacing old furniture and/or adding new furniture, even though both partners already have furniture. Almost two thirds of engaged women (63%) are choosing more expensive furniture than they purchased while single.

Engaged women expect to do more entertaining at home in the next 12 months than they have in the past, and are more interested than single women in having high-quality bedroom and kitchen items with a coordinated color scheme or appearance. [CONSUMER SPENDING & ATTITUDES, DEMOGRAPHICS]

ACTIVITIES OF ENGAGED VERSUS SINGLE WOMEN
(past 12 months)
                                 Engaged  Single
Buy or change insurance              43%     31%
Move                                 42%     30%
Buy/lease new car                    41%     13%
Get a new job                        37%     40%
Open new bank account                36%     20%
Redecorate home/apartment            28%     18%
Change long distance carrier         25%     22%
Change cell phone                    24%     14%
Buy primary home/apartment           20%      7%
Buy stocks or bonds                  20%     12%
Travel outside continental U.S.      16%     14%
Remodel home or apartment            11%      4%
(*) Sample is engaged and single women in their 20s.
Source: Roper Starch for Modern Bride
ATTITUDES OF ENGAGED WOMEN VERSUS SINGLE WOMEN TOWARD BRANDS
(For each category, % who agree with the statement, "Some
brands are different and worth paying more for...")
                            Engaged  Single
Fine Jewelry/watches          64%     59%
Automobiles                   64%     61%
Home electronics              60%     53%
Cookware/kitchen equipment    60%     52%
Cameras                       59%     50%
Furniture                     52%     45%
Clothing                      51%     54%
Fine china                    49%     46%
Fragrance                     49%     48%
Bath towels                   37%     35%
(*) Sample Is engaged and single women In their 20s. … 
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