On Mother’s Day weekend, I got to do one of my favourite things.¬† Shop.¬† Not grocery shopping, not schlepping around with the kids to buy running shoes, not running errands at the mall for every member of the family.¬† Real shopping.¬† With my mother and two sisters,¬†I headed to the¬†downtown Toronto Eaton’s Centre.¬† It was the perfect formula for guilt-free buying – women shopping together on Mother’s Day weekend.¬† While I felt compelled to send my husband a text warning him that I was about to assault our charge cards, it was less to receive permission and more to prepare him for the aftermath.¬†

As it turned out, none of us spent too much money. Instead, we balanced our sky-high desires to have it all with our realization that we still wanted to afford groceries for our kids in the upcoming week.¬† Our spending habits that day, in fact, were representative of a huge proportion of today’s shoppers – women consumers.¬†

A new book from Boston Consulting Group called Women Want More forecasts a new “female economy” that will create $5 trillion in global spending over the next few years.¬† The research is backed by a survey of more than 12,000 women across 22 countries and is compiled to help businesses cash in on this growing market of spenders.¬† If you ask me, the creation of Spanx was¬†one of the earliest¬†indications that women¬†had more power than ever in the marketplace.

Much of the information presented is nothing new for most mothers, today.¬† Not surprisingly, women feel they have too many priorities, are too pressed for time, and are challenged to find time for themselves.¬† The publication lists six “female archetypes”:

• Fast Tracker: A perfectionist driven to get the most out of every task.
• Relationship Focused: She spends most of her time with her romantic partner.
• Managing on her Own: A divorced professional who enjoys her independence and hopes to marry again.
• Pressure Cooker: A married mother who works full-time and is pressed for time and resources.
• Making Ends Meet:¬† A woman on a low income who struggles with debt and, in some instances, health.
• Fulfilled Empty Nester: a married homeowner whose children have grown and moved out.

The research discovered that women consumers are most frustrated with financial services and health care.  They care little about complex money-making programs and want simple solutions that help them manage their household finances.  While health is highly valued by women (second only to love), they are unhappy with healthcare.  They spend too much time trying to book and attend appointments that they feel are a waste of their time and often not necessary.

So – what does this mean to moms, such as us?¬† Well, don’t underestimate our power as consumers.¬† This book is marketed to businesses who want to earn our dollars and they’re listening to what we want now more than ever.¬† Women have an opportunity to raise the bar by¬†fastidiously expecting good value and good service every time they loosen their purse strings.¬†

I’d personally like to champion an¬†end to low cut tops (I’m so sick of wearing tank tops under everything), Jessica Simpson shoes (well, Jessica Simpson everything), Grapple, Black tights that pass for pants (they’re stockings, girls!), and candy bars sold in the grocery store line.¬†

Now, is that too much to ask?

This commercial for the Toyota Sienna is priceless.   I always explain to other parents that the only people impressed by a nice minivan are other minivan owners.  (That’s why I’m okay driving one of the ugliest minivans on the market!)  Non-minivan drivers (especially the childless ones) dismiss the big metal beasts as ugly and something to pass as quickly as possible when on the highway.¬†¬†This commercial brings to light the reality of minivan owners.   We still hip, yeah.  We still hip.   Power to all the minivan ma’s and pa’s out there.   Watch the video and enjoy.