Women More Likely to Pinch Pennies in Down Economy
Survey Finds Women Shopping Less, Cancelling Vacations More Than Men

Women are cutting back more on discretionary expenditures than men in poor economic times according to a new survey conducted by Opinion Research Corporation on behalf of TD AMERITRADE Holding Corporation.

Of those who participated in the survey, 86 percent of women reported spending less on elective expenditures, compared to 78 percent of men.

When asked specifically about the lifestyle changes that have been made in the past 12 months due to the current economic environment, those surveyed provided the following responses:

• 58 percent of women are eating out less, compared to 48 percent of men
• 54 percent of women are buying fewer clothes and shoes, compared to 40 percent of men
• 48 percent of women are shopping more at discount stores, compared to 37 percent of men
• 36 percent of women are cutting back on charitable giving, compared to 26 percent of men
• 31 percent of women have cancelled or postponed vacations, compared to 22 percent of men

Additionally, the survey found that 22 percent of men reported making none of these lifestyle changes, compared to 14 percent of women.

"More and more women are now responsible for managing the family's finances, and they are more cost-conscious as the economy tightens their purse strings," said Paula DeLaurentis, managing director, Strategic Alliances, TD AMERITRADE. "As a result, women are cutting back on daily expenditures and luxuries now more than ever.”

The survey also revealed that the down economy has affected the lifestyles of people living in the Northeast during the past 12 months, more so than any other region in the United States, particularly the West.

Key findings include:

• 52 percent of those surveyed from the Northeast have postponed a major purchase compared to 39 percent of those from the West.
• 19 percent of those surveyed from the Northeast have postponed adding to the family, such as pregnancy, adoption and foster children, compared to 7 percent of those from the West.
• 50 percent of those surveyed from the Northeast are buying fewer clothes or shoes compared to 44 percent of those from the West.

Survey Methodology
These results are based on a survey conducted by Opinion Research Corporation of Princeton, New Jersey on behalf of TD AMERITRADE. Eight hundred and one (801) adults who are age 21 or older and are employed full- or part-time, self-employed or retired participated in a telephone survey conducted May 28-31, 2009. Survey participants across the country were asked to share their views on how the current economic environment has affected their lifestyle and outlook. The margin of error in this survey is ±3%. This means that in 19 cases out of 20, survey results based on 801 respondents will differ by no more than 3 percentage points in either direction from what would have been obtained by seeking the opinions of all eligible U.S. adults who are 21 years of age or older and employed full-time, part-time, self-employed or retired. Opinion Research Corporation and TD AMERITRADE are separate, unaffiliated companies and are not responsible for each other's products and services.

About Opinion Research Corporation
Opinion Research Corporation, an infoUSA company, is a leader in global market research with expertise in information technology and telecommunications, healthcare, financial services, public services and consumer behavior. For more information, please visit www.opinionresearch.com.

About TD AMERITRADE Holding Corporation
TD AMERITRADE Holding Corporation, through its brokerage subsidiaries(1), combines innovative trading technology, easy-to-use and understand investment tools and services, investor education and superior client service to create a market-leading financial services experience. In addition to the award-winning thinkorswim brokerage and dynamic trading platform(2) and Investools investor education program, TD AMERITRADE has teamed up with Suze Orman on her Save Yourself Program. For more information about the Save Yourself Program or TD AMERITRADE, please visit www.saveyourself.com. 

TD AMERITRADE and Suze Orman are separate and not affiliated, and each of them are not responsible for the services and information provided by the other(s). TD Bank USA and TD AMERITRADE are affiliated through their parent companies.

1) TD AMERITRADE, Inc., member FINRA/SIPC, TD AMERITRADE Clearing, Inc., member FINRA/SIPC, and thinkorswim, Inc., member FINRA(www.FINRA.org) /SIPC (www.SIPC.org) /NFA (www.nfa.futures.org).
(2) thinkorswim was rated #1 overall online broker, "best for frequent traders," and "best for options traders" inBarron's ranking of online brokers, 3/16/2009. thinkorswim was evaluated versus others in eight total categories, including trade experience/execution, trading technology, usability, range of offerings, research amenities, portfolio analysis & reporting, customer service & access and costs. thinkorswim topped the list in 2009 with the highest weighted-average score.Barron's is a registered trademark of Dow Jones & Company ©2009.

Return to newsletter