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Women making more shopping decisions, study shows


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Women are stepping up to hold more influence over the purchasing decisions they make for themselves and their family and friends’ purchases as well, according to a study conducted by Fleishman-Hillard International and Hearst Magazines.

According to the "Women, Power & Money" study, 54 percent of American women think they’re responsible for helping friends and family make smart buying decisions. Women said they also influence friends and family to buy or not to buy a certain product or service.

About 33 percent of women have recommended a product or service in the past six months, the study said. Only19 percent of women involved in the study said they recommended that a friend or family member should not buy a particular product or service.

When the study was first conducted in 2008, only 31 percent of women felt they really influenced those shopping decisions.

Nearly 86 percent of American women included in the study this year said that they are a smarter shopper now than ever before.

More women are exerting their shopping influence through social media as well. The number of brands a woman follows on Facebook has increased by 12 percent this year, the study shows.

About 65 percent of women are a friend or a fan of a company, compared to 52 percent for men on Facebook. Only 65 percent of men used Facebook in 2010, compared to the 73 percent of women on the social network.

The Women, Power & Money study explores the lives and lifestyles of American women and is set out to understand successful women and their habits. The study found that nearly all women consider themselves successful.

Photo by Carline Jean, South Florida SunSentinel

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Categories: Shopping News (124)


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About the authors
Doreen Christensen has never paid full price for anything. If there is a way to save on something, she will find it and share how you can save, too. Doreen is a senior reporter covering consumer news, health, beauty and features for the online and print editions of the Sun Sentinel. A 32-year veteran of the newspaper, she previously was a senior copy editor on the universal copy desk. Doreen spends her time off hunting bargains, clipping coupons, gardening and traveling.

Justine Griffin covers retail and marine business for the Sun Sentinel. She is a Tampa Bay native who graduated from the University of Central Florida in 2010. After spending a year covering crime in St. Augustine, Fla., she moved to Fort Lauderdale and made the switch to business journalism. When she’s not writing, she’s riding horses and spending time with her whippet puppy, Josie.

Marcia Heroux Pounds is the Sun Sentinel's workplace columnist when she's not shopping for shoes. She also writes about small business, which allows her to visit many of South Florida's unique shops and boutiques.

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