Female shoppers are spending less than their male counterparts.

During the first half of 2025, year-over-year demand for discretionary products among women fell flat, while unit sales from men were up 3%, according to Circana. Female discretionary spending grew 1% during the same period, while male spending rose 2%.  

The firm noted that discretionary spending has been challenged by 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,” said Marshal Cohen, chief retail industry analyst for Circana. “Shifts in spending behavior among female consumers reveal signs of broader consumer changes brewing.”

Women seem to be opting for purchases that allow them to spruce things up, rather than a bigger ticket spend. Between January and June 2025, the majority of the pullback in spending among female shoppers impacted furniture, apparel, juvenile products and housewares. 

Female shoppers slowing discretionary purchasing at faster rate than men | Chain Store Age