There are 2,087,000 adult women in the Boston area. Based on research from the Harvard Business Review, as a consumer group, females account for 70-80 percent of all consumer purchasing through a combination of their buying power and influence.  According to Nielsen, this will amount to between $72 billion and $82.3 billion this year.

Overall, according to the Bureau of Labor Statistics and the US Census Bureau:

• Single women across all income brackets spend, on average, $34,817 on goods and service
• Working married women contribute over a third of their families’ incomes
• Over a quarter (29.4%) of wives earned more than their husbands in 2018, an increase from 15.9% in 1981.

Furthermore, according to research published by Forbes:

• The top homebuyers after married couples are single women (18%, double the percentage for single men at 9%).
• Women are 50% more likely than men to regularly watch online how-to videos.
• 94% of women between the ages of 15-35 spend over an hour per day shopping online.
• 70% of travel consumers are women.
• 85% of women say that if they like a brand, they will remain loyal to it.

For Boston small business owners to successfully capture a meaningful share of the local female economy requires advertising.

Advertising on Boston radio stations is the best way for small business owners to reach the lucrative mother-market in New England. 

Boston area consumers will spend $110.9 billion over the next 12 months. Forbes magazine reports that its these moms who control 85% of all household purchases. Locally,  there are more than 691,000 mothers with children under the age of 18 at home.

New England small business owners need to pay special attention to these mothers and their wallets. Here's why:

• 45,956 moms are planning to buy a new house this year
• 56,942 moms are planning to go back to school this year
• 72,691 moms will buy a smartphone this year
• 79,617 moms will hire a plumber this year
• 80,232 moms are planning to purchase a car this year
• 81,770 will use a financial planner this year
• 85,744 moms will buy furniture or mattresses this year
• 168,261 will use a tax preparation service this year
• 186,926 moms are planning a major home improvement this year
• 582,488 moms will buy a restaurant meal this month