Happy Wife. Poor Husband.

Happy Wife. Happy Life. As a newly-wed I can’t begin to explain how many times I’ve been told this by not only respected elders, but strangers in retail stores as well. I always thought that as a husband it would be my duty to handle the finances, it took me only but a month to realize that “handling finances” in marriage language translates into “balance the chequebook and pay back mastercard”.

As a marketer, I pay attention to advertising more than the average person. It suddenly hit me one day (I believe I was standing in HomeSense with a box of scented candles and our now 4th vintage styled wall clock) that at the end of the day, my wife is holding the plastic card.

Looking into this more we found some statistics that we expected but not at such high numbers. It turns out that the majority of households in North America feature women who make final purchase decisions for nearly all products.

The infographic below features the data we collected. (click the image to enlarge it)

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Not only is this information interesting but it can help you with future advertising and marketing campaigns. Don’t appeal to the masses, appeal to your demographic.