Consumer PR: The Buying Behavior of Female Shoppers

consumer pr shopper public relations services for brands

Research consistently shows that the majority of purchasing decisions are made by women. More accurately, 85 percent which comprises a $14 trillion market. However, the way women are influenced to make decisions is continuously changing. Recent research from SheKnows Media has indicated that female consumers are increasingly looking to “everyday experts” on social media to guide their purchasing decisions, showing a shift away from relying on celebrities and bloggers for reviews and endorsements. 5WPr, a leading consumer PR firm is an award winning agency in the category of marketing to women, has prepared the infographic below to offer insight on female buying behaviors.

Female shoppers are no longer as influenced by celebrity or big brand endorsements, according to SheKnows Media research
These changes in women’s buying behavior are significant because women control 85% of all purchasing decisions in America, comprising a 14 trillion dollar market
Before buying, women want to hear from everyday people with whom they can relate
These “everyday experts” are trusted online contributors
When looking for recommendations, 58% of women turn to YouTube, 52% to Facebook, 50% to Pinterest and 46% look to Instagram
Bloggers are still followed, but at the least popular platform, with only 36% of women seeking out bloggers before buying a product
52% of women find online everyday experts did the best job of making them feel connected; only 12% said that brands did so and 11% said that celebrities did do
This shift seems to be spurred by the internet, which has made it much easier to find authentic opinions and reviews
86% of the women surveyed said they put the most trust in real people’s product and service recommendations

Written by

Leigh Ann Ambrosi

"> Leigh Ann Ambrosi leads the Consumer Lifestyle division at 5W. With over 25 years of experience, she is a seasoned expert in brand development, publicity, and media relations. Whether shaping strategy, restructuring workflow, handling multiple clients or managing budgets big or small, she effects change with a constant eye towards producing results. Prior to joining the 5W team, Leigh Ann was Executive Vice President, and Chief Administrative Officer at Magrino Public Relations for over nine years. While at Magrino, she oversaw the Consumer and Food, Wine, & Spirits divisions, and managed the operations of the agency. She was responsible for signing new clients, strengthening existing client relationships and programs, and providing oversight for brands including Martha Stewart, Hunter Douglas, SCOUT, The Ranch, Vaughan, Flybird Cocktails, and Horse Soldier Bourbon, among others. Her passion for her work is paramount, which positions her as a strong mentor to junior staff, inspiring them to a higher level of performance. One of her many accomplishments previous to her agency work include a career in book publishing publicity and marketing, where she created multi-platform marketing campaigns that encompassed advertising, events, social media, buzz marketing stunts, publicity, brand building, and strategic partnerships. During her tenure in publishing, she helped to build the brands for authors including Mario Batali, Deepak Chopra, Jillian Michaels, Tyler Florence, Haylie Pomroy and more. Leigh Ann holds a degree in Mass Communications, with a minor in Journalism, from the University of Massachusetts, Amherst. She lives with her two kids in Maplewood, NJ

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