Women over 50 hold the spending power

Women over 50 have a big share of the spending power. They have been working and saving for years, and they make most of the decisions in marriages and on their own.

The research: women influence 85% of household buying decisions overall, according to Ward's Auto. NielsenIQ projects that women will control 75% of discretionary spending within five years of its 2024 analysis. In travel, 41% of women travelers in North America are over 55, a $245 billion market, per JourneyWoman.

I found solid research for eight products and five services, so those are the lists. Most of it covers adults 50 and over, or grandparents 55 and over, and each row says which.

Eight products they buy

Food and beverage32% of adults 50 and over said they spent more on it in the past year. Nearly half make the final purchase decision for their household. Curion

Health and wellness products30% of adults 50 and over spent more in the past year. Curion

Beauty and personal care29% of adults 50 and over spent more in the past year. Curion

Household and cleaning45.8% of adults 50 and over make the final decision. Curion

Clothing44.6% of adults 50 and over make the final decision. Curion

Technology36.1% of adults 50 and over make the final decision. Curion

Home improvement35.0% of adults 50 and over make the final decision. Curion

Gifts, clothes and toys for the grandkidsGrandparents 55 and over: 80% buy gifts for special occasions, 62% clothing or shoes, 58% toys or movies. The Senior List

Five services they pay for

TravelA $245 billion market in the US and Canada, expected to pass $519 billion by 2035. JourneyWoman

Health careAdults 55 and over are 31% of the US population and account for 56% of its health spending. Curion, citing Kiplinger

Hair and beauty servicesWomen in their 50s spend an average of $4,219 a year on beauty products and services, including $50 to $250 for a salon hair colour. The Cut survey, via Yahoo Finance

Classes for the grandkidsGrandparents 55 and over: 12% pay for tutoring or extracurriculars such as sports or band, and 22% put money into savings or college funds, an average of $2,473 a year. The Senior List

Meals out with the grandkids56% of grandparents 55 and over pay for meals out. Those who give spend $3,917 a year on grandchildren in total. The Senior List

I wrote about the menopause market and a dealership built for her. Food, health, beauty, travel and the grandkids' classes are the next ones to build for.

Women over 50 hold the spending power

Eight products they buy

Five services they pay for

Build for the list.