SheSpeaks/Lippe Taylor Women’s Buyer Behavior Index Holiday 2013

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SheSpeaks Inc.

Research Shows Almost Half of Women Will Spend Less This Holiday Season and One Quarter Plan to “Regift”

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SheSpeaks/Lippe Taylor Women’s Buyer Behavior Index Holiday 2013

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The top emotion women are feeling today is, “Tired,” according to the SheSpeaks Spring Women’s State of Mind Survey that polled women across the U.S. SheSpeaks, the largest and most diverse community of female consumers and influencers in the U.S., has been conducting these surveys quarterly since March 2020. By comparison, in the Winter Women’s State of Mind survey, fielded in December 2021, the emotions, “Grateful” and “Hopeful” were tied for the top response at 41% followed by Tired (36%), and then Anxious/Worried (30%). That’s a 25% increase from December of those who chose “Tired.” “This sharp turnaround from a positive to a negative emotion in just a few short months is concerning,” says Aliza Freud, CEO, SheSpeaks. “It’s especially revealing that the top response was,‘Tired.’ By comparison, when we fielded the survey in October 2020, the negative emotion, ‘Uncertain,’ garnered the most responses. After more than 2 years of the pandemic, women are feeling worn out,” she adds. That same percentage of women, 45%, also feel neutral to negative about their mental health. Highlights from the survey: • Asked to pick up to 4 emotions, ‘Tired’ was chosen by almost half (45%) of those surveyed followed by Grateful at 40%. Hopeful dropped to 37%, then Overwhelmed (31%). • Just 20% of women say that their life is what they imagined it would be 5 years ago. • Half of women (49%) said they have experienced burn out since the pandemic began while only 38% say that they have not, and 13% say they are not sure. • The pandemic has had the most significant negative impact on women’s social lives (53%) and mental health (49%) followed by physical health (38%) and personal financial situation (37%). “From these results we can clearly see what women feel has been lost and the challenges we face moving forward,” says Freud. “Given the impact the pandemic has had, it would be logical to think that physical health would be number 1, but it’s not. A wide swath of women from all over the country, representing 4 generations, admit that their social lives and mental health have suffered the most. They are tired, burned out and left wondering what’s going to be the long-term ramifications,” she adds. SheSpeaks fielded the "Women's State of Mind" Study from May 2nd to May 8th, 2022. 1,100 women from across the US ages 18+ completed the study.

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Over the last two years, there is no question that shopping habits have evolved. In fact, Adobe estimates that the pandemic has added a whopping $218.53 billion dollars to ecommerce since March 2020. US ecommerce grew 14.2% in 2021. Consumers now spend an average of $6.7 billion online each month for groceries, up from $3.1 billion pre-pandemic. Adobe expects the category to top $85 billion in 2022. But, according to a study that SheSpeaks just completed with 1,200 respondents, women still buy the majority of their groceries in store. The SheSpeaks “How Shopping Is Evolving” study is chock full of important shopper insights!

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In an effort to better understand how shoppers are reacting to the impact of the Coronavirus, SheSpeaks asked women age 18+ across the US to share their thoughts and experiences related to sentiment, attitude and purchase behavior. We shared these results at a webinar with the Supplier Community on Thursday, May 7th. This is the fifth survey in our series related to Shopper behavior since the country began to shut down in mid-March. SheSpeaks' latest survey was fielded online: On May 1-5, 2020 and 1,458 respondents completed the survey Throughout this report we will compare current results to the prior wave conducted on April 17th.

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In our latest study on how women are reacting to COVID-19, we asked 1,685 from across the US to share their thoughts on and experiences related to the crisis. This is our 4th survey on the Coronavirus and it was fielded April 13th-15th 2020. Topline Findings: •More Social But Less Connected: While women are talking to friends & family more often than before the Coronavirus crisis, they are feeling less connected than before with only 22% saying that they feel “Connected”. •More Optimistic vs. April 5th Survey Results: Women are 60% more optimistic about how badly the country will be effected by Coronavirus vs. the April 5th survey. •Food Consumption of Grocery Items is Up: Overall consumption of grocery products is up with Snacks ranking #1. Not far behind are milk, eggs and drinks. While Beauty products and personal care purchase has decreased. And 80% are still going to grocery stores. •They are Online & On Social: Women reported increases in visiting online news sites (51%), shopped online (34%), watching the news on tv/cable (56%), and talking to friends and family virtually (57%), on social media (46%) •Looking to the Future: When the Coronavirus crisis ends, women are looking forward to #1 Visiting Friends and Family, #2 Going out to Eat and #3 Going to Public Parks. Please see below report for more details and feel free to reach out with any questions to carol@shespeaks.com.

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In an effort to better understand how women are reacting to and feeling about the impact of the Coronavirus, SheSpeaks asked women age 18+ across the US to share their thoughts and experiences related to the Coronavirus. This is the 3rd survey that we have conducted on Coronavirus and was fielded between March 31st- April 4th 2020. 1,629 respondents completed this survey. As Americans acclimate to Shelter in Place orders, their use of social media, online and cable news as well as online shopping have all increased. Respondents are experiencing an overwhelming sense of Uncertainty which is driving perceptions. Our findings are included. For questions or more information, please contact carol@shespeaks.com

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