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Women control 72% of the consumer spending in the U.S., but make less than men, how is this possible?
January 28th, 2011 | 
Author: Question by king4wd1: Women control 72% of the consumer spending in the U.S., but make less than men, how is this possible?
According to retail sales figures, maketing survels and advertising demographics, women control 72% of the consumer spending in the USA. According to emploer data, women make considerably less than their male counterparts. Both statistics are true, so where is the extra money coming from to allow women to control that vast majority of the consumer market?
Best answer:
Answer by abcdgoodall
from the “defeated” husbands that surrender their money to their shop-a-holic wives.
Know better? Leave your own answer in the comments!
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From their man, obviously.
We marry men, and we do all the shopping for the family. Its sad that women still make less than men, but that’s America.
In the US, despite having baby steps towards true gender equality, we still have socially defined gender roles for men and women. Why do women control consumer spending? Because they traditionally do the shopping for the family.
Why do women as a population earn less? Well, they’re more likely to take temporary jobs, or jobs that allow them to work around their kids. Because women are still socially expected to be the primary caretaker for children. Furthermore, it is difficult to advance a career when you have to take months off for maternity leave. Men, still, are not expected to do the same.
On the positive side, with “paternity leave” becoming more and more mainstream, we might be starting to buck these antiquarian gender role assignments. But there still is a fundmental gap between men and women in the US.
So, simply put, the extra money is probably coming from their husband or significant other. It’s not surprising at all. Hopefully, in time, we’ll see some change.
Because wives and mothers tend to conduct most of a family’s spending (groceries, clothes appliances, etc), including the husband’s money. Not much of a conundrum.