The ShopSmart Cart: American Women's Spending Habits Show Increased Financial Optimism

New Survey Takes the Pulse of the Female Consumer

YONKERS, N.Y., Sept. 14 /PRNewswire-USNewswire/ -- Economists might be pessimistic about the recovery, but, according to ShopSmart's new national survey, more women are finding reasons to spend. In January 2010, ShopSmart magazine began tracking women's spending habits in ten product categories. Called the ShopSmart Cart, categories include a mix of home, beauty, fashion and entertainment items.  As compared to the findings in January, ShopSmart now finds that American women are snapping up more shoes, makeup, bras, books, CDs, DVDs and handbags but are refraining from more expensive items like jewelry, furniture or spa treatments.

"Although they're cutting back by buying store brands and clipping coupons, women are feeling more comfortable about spending and splurging more on treats for themselves," says Lisa Lee Freeman, editor-in-chief of ShopSmart. "Our survey shows that more than one in four women are spending more than they planned, up from 17 percent in the beginning of the year."

The survey found that, since January, more women are treating themselves to manicures and hair services at the salon. Women are still shopping online and at the mall, though they are increasingly reaching for coupons. Sixty-two percent of respondents have used a coupon for a purchase, reflecting the new bargain-happy economy.

Women report buying many of the items in the ShopSmart Cart—but when asked whether they planned to buy those items in the future, many said no. For example, about one-quarter of women said they purchased a pair of jeans in the past 30 days, but when asked if they planned to buy them only 17 percent said yes.

The ShopSmart Cart

ShopSmart asked more than 1,000 women across the country whether they had bought certain items in the past 30 days. The following percent of American women said yes:

ShopSmart Cart Methodology:

The Consumer Reports National Research Center conducted a telephone survey of a nationally representative probability sample of telephone households. Approximately 1,000 interviews completed among women aged 18+ were conducted for each wave. The margin of error is +/- 3.2% points at a 95% confidence level.

About ShopSmart magazine:

Launched in  Fall 2006 by Consumers Union, publisher of Consumer Reports, ShopSmart draws upon Consumer Reports' celebrated tradition of accepting no advertisements and providing unbiased product reviews. The magazine features product reviews, shopping tips on how to get the most out of products and "best of the best" lists. ShopSmart is ideal for busy shoppers who place a premium on time. ShopSmart has a newsstand price of $4.99 and is available nationwide at major retailers including Barnes & Noble, Wal-Mart, Borders, Kroger, Safeway and Publix. ShopSmart  is available by subscription at www.ShopSmartmag.org.

ShopSmart is now available 10 times a year. Subscribe at www.ShopSmartmag.org

SOURCE ShopSmart Magazine