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Research Shows Female Consumers Are the New Salesforce

Guilty as charged: A new study by Women at NBCU right in time for the shopping season shows a big change in women’s shopping habits, with more than 75 percent considering a retail product’s resell value at the time of purchase.

I know I pick out my daughter’s ridiculously expensive Gymboree ensembles a little more carefully now, knowing I can recoup my money on eBay or use San Francisco’s kid-swap site ThredUp when she outgrows them.

Craigslist has definitely contributed to this peer-to-peer resale market too, expanding it beyond the ancient newspaper ads that  limited sales to a certain region.

The authors of the study use the term “Auctionomics Marketplace” to describe a world where we women don’t buy anything without an end-strategy in mind.

Two-thirds of women said they would rather spend $100 for an item that they could sell for $35 after a year versus $50 on something that they couldn’t resell. And 89 percent said they would rather own and resell a wide variety of items than rent them. (This applies to everything except real estate, where 60 percent would own.)

Women also don’t rely on retail as much any more: 76 percent of women report that they are buying and selling products at online auction sites, or sites where people buy directly from other consumers.

Is this the begining of the end of the middle man?

The study shows powerful brands matter too: 60 percent of women were interested in “selling a brand’s product on their Facebook page and receiving a cut of the sales.” And 41 percent would choose to be Facebook entrepreneurs. Fifty-one percent said they would tweet for a week in exchange for a freebie, and 77 percent would write about a product on Facebook for a 25 percent discount.

Women at NBCU surveyed 2,000 female consumers between the ages of 18 and 49 during the month of November for this study.

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