Summer Spending Amongst American Women

We asked women across the USA what they anticipate spending on this Summer. Here’s some of what they told us.

We asked our panel of American women what they anticipate spending their time and money on over summer.

How American Women Plan to Spend Time & Money this Summer

• “I have so many projects on at the moment - I’m landscaping my yard , remodeling a bathroom and a few other renovation projects around the house.”

• “Definitely going to Italy! It’s like everyone I know on Instagram is going to Italy, so it’s about time I get over there.”

• “I feel like I’ve been through so much these past few years that I totally deserve treats - A LOT of them. I’m treating myself to mini shopping sprees for things like fresh flowers, candles and pretty decor for the home to make me feel happier.”

• “I’ve just recently purchased a lot of clothes, all based upon my upcoming summer vacation to Europe. I deserve it!”

• “I have a dangerous habit of shopping online basically every night — Amazon, Nordy, Free People, Anthro, Hannah Anderson - you name it. Can’t stop, won’t stop for pretty clothes for me and fun activities for the kids.”

• “The majority of my disposable income during summer goes to drinks (coffee & wine) and travel. We’ve rented a Airbnb house for all of August just outside of Paris!”

• “I’m turning our backyard into a little nature oasis - building a new deck and will buy lots of new flowers and planters to make it look cozy.”

• “I cannot stop buying the Stanley cups; I think I have one in every color by now.”

• “We’re taking a big family trip out west this summer - renting a RV and seeing the country for most of August.”

• “We just installed a new pool into the back yard, so now I’m onto decorating and landscaping all around it. We have lots to buy to make it look right.”

• “I’m having solar panels installed and considering a couple other home upgrades — maybe a new frame TV and maybe getting some new appliances.”

• “At some point I’ll start thinking about buying new school season clothes for the children. I’m not there yet, but later on school supplies too.”

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Do you need to get a quick pulse check on your consumers for the summer selling season?

Green Purse is your go-to source for keeping a pulse on your target consumers. Want to get a temperature check on how your brand can address consumer needs this summer? Work with us on a quick survey or virtual focus group to get insights that you can use now. Contact us to learn more.

- Lisa Mabe, CEO & Buy-ologist, Green Purse PR

Holiday Marketing During Spring & Easter 2023

Marketing Your CPG Products During Spring & Easter Season

How is your brand connecting with consumers during Spring?

Spring is in the air (almost) and I am personally so excited about it! The month of March and the new season brings with it several reasons to celebrate. Firstly, Green Purse just turned 13 years old on March 1! My birthday is later this month, we will have cherry blossoms blooming toward the end of the month, and then the official start to Spring. Several major holidays are coming up — Easter, Ramadan and Passover and each can be stretched out for an entire season, from a marketing perspective.

HOW MANY ‘MINI EVENTS’ (OR BUYING OPPORTUNITIES) CAN YOU THINK OF FOR THE SPRING SEASON?

There are a lot, especially given how many big, religious holidays fall into Spring this year. Here are just a few examples, with a focus on Easter.

• Spruce up for Spring - Many Americans like to welcome Spring (whenever it begins to actually feel like Spring) by sprucing up the outside and insides of their homes with spring decorations and seasonal flowers. Grocery stores and garden centers are keen to promote and sell flowers, like tulips and peonies. In addition to pretty, Spring flowers, many Americans like to dress up their home entrance with season-appropriate welcome mats and garden decor.

• Outdoor picnics - Once the weather is warm enough to play outside more, you better believe we’ll all be out there even more taking nature walks, exercising, playing at playgrounds and having picnics.

• Easter dress - For households with children that celebrate Easter, buying an Easter outfit is on the agenda for many Americans. For little ladies and big ones too, this can especially be a big deal. Parents often use this time as a good excuse to get professional photos made of the kids or the entire family. I personally like to have matching dresses for my daughter and I, and I’ve already got my photographer lined up for Spring family photos.

• Dying Easter eggs - To decorate for Easter and Spring, a lot of households will hard boil eggs and dye them different Spring colors. There are egg-dying kits to buy, or some people may opt for natural, plant-based dyes. After the eggs are properly colored and dried, they make pretty decor items for the household.

• Easter baskets - Easter baskets filled with treats are a traditional Easter gift, especially for children. The focus tends to be on confectionary products, like Peeps (sugar covered marshmallows in the shape of baby chickens & rabbits,) Easter eggs with prizes inside, chocolate Easter bunnies, and Easter-themed candy. In addition to candy, a lot of gifts will extend to toys, clothes, games, etc. Adults can certainly be given Easter baskets too (I mean, I want one!)

• The big grocery shop - Americans who are celebrating a religious holiday, like Easter, Passover or Ramadan, will be heading to their grocery store (or ordering online) to do a big grocery shop. This is when they’ll pick up the holiday show-stopper (likely a lamb leg or ham,) ingredients for any baking, drinks and probably some flowers too.

• Easter day - Americans’ celebrations for Easter day can vary. Church-going folks may rise extra early for a sunrise church service. Typically most Easter meals tend to focus around lunch or dinner — some will host at home and others will go out to celebrate at restaurants. Some mainstays for the day include specific food traditions and for children, an Easter egg hunt. Traditional food on Easter can include: ham, leg of lamb, deviled eggs, hot cross buns, etc.

• Orthodox Easter - Don’t forget, there are actually two Easters. Orthodox Christians will celebrate Orthodox Easter a week after regular Easter. Orthodox Easter can look like a repeat of the other Easter, but with a few notable differences — mainly, serving a whole lamb. For example, Greek households in America have a tradition of slaughtering a lamb at a local farm and roasting the whole lamb on our spit grill in the back yard.

Easter bunny cake

Leverage holidays & seasons with our seasonal/holiday-centric PR campaigns

Is Spring or Easter a major selling season for your brand? How is your company planning to connect with consumers during the Spring & Easter season? Do you know what your consumers are most looking forward to for Spring, or what their needs will be?

Learn how your brand can leverage the next season or holiday in your consumer marketing here.

Lastly, check out this list of key dates to engage your consumers with this Spring.

Lisa Mabe Founder & CEO, Green Purse

Contact Lisa



I've Missed You Australia

I’ve Missed You Australia

It was so nice to be back in Australia during July! Being previously based in Sydney, many of Green Purse’s clients are in Australia and it's a place I absolutely love! It’s been years since I was last in Australia due to the pandemic days, so this recent visit felt even more special. This trip was for my client, Land to Market, to support their expansion into the Australian market.

Below are some photos showing a visual recap of my recent trip. Some highlights include farm visits — meeting Aussie graziers and farmers that are working to improve environmental health through regenerative agriculture. We also met with companies looking to source materials (like meat, leather, wool, etc) and Land to Market verified regenerative products from the Land to Market member base. In addition to work, I managed to make time for spotting some pretty views and lots of delicious food & drink.

The Australian market continues to be a major focus for myself and Green Purse PR. We work with many of Australia’s leaders in agriculture, red meat, wine and honey. Australia has a lot to offer the world in terms of natural and organic products. I'm keen to help Australian companies be successful in the American market by helping them better understand the market and their consumers. Learn more about our experience with other leading Australian companies (like Meat & Livestock Australia) and research capabilities here and contact me if you're keen to learn more. 

- Lisa Mabe, CEO of Green Purse PR

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Curious to know what American women think about products from Australia?

Watch this video Green Purse produced, featuring our shop-along research.

Holiday Marketing During Spring & Easter

Marketing Your CPG Products During Spring & Easter Season

How is your brand connecting with consumers during Spring?

Spring is in the air (almost) and I am personally so excited about it! The month of March and the new season brings with it several reasons to celebrate. Firstly, Green Purse just turned 12 years old on March 1! My birthday is later this month, we will have cherry blossoms blooming toward the end of the month, and then the official start to Spring. The Easter holiday takes centerstage, but even Easter is more than just a one-day event; it too can be stretched out for an entire season, from a marketing perspective.

DATES OF NOTE DURING SPRING

HOW MANY ‘MINI EVENTS’ (OR BUYING OPPORTUNITIES) CAN YOU THINK OF FOR THE SPRING SEASON?

There are a lot, especially given how many big, religious holidays fall into Spring this year. Here are just a few examples with a focus on Easter.

• Spruce up for Spring - Many Americans like to welcome Spring (whenever it begins to actually feel like Spring) by sprucing up the outside and insides of their homes with spring decorations and seasonal flowers. Grocery stores and garden centers are keen to promote and sell flowers, like tulips and peonies. In addition to pretty, Spring flowers, many Americans like to dress up their home entrance with season-appropriate welcome mats and garden decor.

• Outdoor picnics - Once the weather is warm enough to play outside more, you better believe we’ll all be out there even more taking nature walks, exercising, playing at playgrounds and having picnics.

• Easter dress - For households with children that celebrate Easter, buying an Easter outfit is on the agenda for many Americans. For little ladies and big ones too, this can especially be a big deal. Parents often use this time as a good excuse to get professional photos made of the kids or the entire family. I personally like to have matching dresses for my daughter and I, and I’ve already got my photographer lined up for Spring family photos.

• Dying Easter eggs - To decorate for Easter and Spring, a lot of households will hard boil eggs and dye them different Spring colors. There are egg-dying kits to buy, or some people may opt for natural, plant-based dyes. After the eggs are properly colored and dried, they make pretty decor items for the household.

• Easter baskets - Easter baskets filled with treats are a traditional Easter gift, especially for children. The focus tends to be on confectionary products, like Peeps (sugar covered marshmallows in the shape of baby chickens & rabbits,) Easter eggs with prizes inside, chocolate Easter bunnies, and Easter-themed candy. In addition to candy, a lot of gifts will extend to toys, clothes, games, etc. Adults can certainly be given Easter baskets too (I mean, I want one!)

• The big grocery shop - Americans who are celebrating a religious holiday, like Easter, Passover or Ramadan, will be heading to their grocery store (or ordering online) to do a big grocery shop. This is when they’ll pick up the holiday show-stopper (likely a lamb leg or ham,) ingredients for any baking, drinks and probably some flowers too.

• Easter day - Americans’ celebrations for Easter day can vary. Church-going folks may rise extra early for a sunrise church service. Typically most Easter meals tend to focus around lunch or dinner — some will host at home and others will go out to celebrate at restaurants. Some mainstays for the day include specific food traditions and for children, an Easter egg hunt. Traditional food on Easter can include: ham, leg of lamb, deviled eggs, hot cross buns, etc.

• Orthodox Easter - Don’t forget, there are actually two Easters. Orthodox Christians will celebrate Orthodox Easter a week after regular Easter. Orthodox Easter can look like a repeat of the other Easter, but with a few notable differences — mainly, serving a whole lamb. For example, Greek households in America have a tradition of slaughtering a lamb at a local farm and roasting the whole lamb on our spit grill in the back yard.

Easter bunny cake

Leverage holidays & seasons with our seasonal/holiday-centric PR campaigns

Is Spring or Easter a major selling season for your brand? How is your company planning to connect with consumers during the Spring & Easter season? Do you know what your consumers are most looking forward to for Spring, or what their needs will be?

Learn how your brand can leverage the next season or holiday in your consumer marketing here.

Lisa Mabe Founder & CEO, Green Purse

Contact Lisa



Connecting with Consumers During Christmas & the Holidays

SHOPPER MARKETING FOR CHRISTMAS 2021 | EXTENDING THE HOLIDAY SEASON FOR MORE OPPORTUNITIES TO CONNECT WITH CONSUMERS

Building marketing communications campaigns around holidays (major holidays, like Christmas, and also the plethora of marketing holidays) and seasons often serves as a foundation for the consumer marketing programs Green Purse PR creates. The holiday season and its holidays, (Hanukkah, Christmas Eve, Christmas, Kwanzaa and New Years) are more than just one-time events. Each major holiday can include what we like to call “mini events,” which can stretch out the season and create even more purchase opportunities or reasons to celebrate.

“You may be tempted to think of some holidays as just a one-day event, but in reality most holidays are made up of several ‘mini events’ that we can leverage in our shopper marketing. These mini-events translate into more reasons for shoppers to make purchases.” - Lisa Mabe

How many ‘mini events’ (or buying opportunities) can you think of for the holiday season?

Turns out, there’s a lot and some depend upon age and life phase. For example, to connect with parents of young children around just Christmastime alone, here are just a few of the “mini events” (and buying opportunities) you can build shopper marketing around:

• Home decorating (which usually begins in the USA the day after Thanksgiving or around the last week of November.) – encouraging people to have the most festive house on the block. Depending on the type of dwelling, a lot of people will put the most effort into their front door - buying a new wreath and floral swag, getting a festive doormat and other accessories to spruce up the entrance.

• Black Friday - informal name for the Friday following Thanksgiving Day in the United States, which is celebrated on November 26th this year.

• Cyber Monday - a marketing term for the Monday after the Thanksgiving holiday in the United States. It was created by retailers to encourage people to shop online. This year it’s on November 29th.

• Getting a Christmas tree & wreaths - some Americans make an event of going to a Christmas tree farm to cut down their own tree, while others may buy from a local church, garden center or grocery store.

• Stocking up on home decorations - while a lot of people will keep using the same decorations year after year, it’s common to also buy new, trendy decorations like lights, festive cushions and blankets, and outdoor decorations.

• Holiday cards - a lot of Americans have a tradition of sending out holiday cards to send greetings to friends, family and colleagues. These days, holiday cards can be quite an expensive production including: curating matching or color coordinating outfits, having a family photo shoot the few months before, creating the card online (with a website like Minted.com,) and spending time assembling and mailing them out.

• Trip to visit with Santa - A lot of Americans have the tradition of going to see Santa Claus, either at a shopping mall, a local event, or neighborhood community center. This usually involves purchasing photos and perhaps giving some of them at gifts to close relatives. It could also include purchasing color coordinated outfits prior to the visit.

• Gift shopping - from shopping online, going to the mall or even going on a shopping trip out of town, gift shopping is an entire season, usually starting with Black Friday (the Friday after Thanksgiving,) and ending the day before Christmas.

• Holiday party season - Parties are no longer cancelled. This November through the beginning of January is holiday party time. Some host their own parties for family and friends, or go to others home to celebrate. With this comes the need to purchase party supplies, food and drinks.

• Hostess gifts - It’s customary to bring a gift to the hostess’ home, which could include a specialty food gift basket, floral arrangement, wine, or a gift set of some sort. If your hostess has children, you might also bring their children separate gifts.

• School parties - For families with children in school, they are likely to have at least one school party to celebrate the season. This may require buying small gifts for the entire class, or bringing a food item for a party. Some parents will also buy a teacher’s gift to show their appreciation.

• Charitable donations - Whether at your child’s school, your church, gym, or community center, Americans are likely to go on a shop just for charitable donations for families in need. For example, my children’s preschool had a food drive and gift drive.

• Neighborhood events - Some suburban areas have holiday events, like breakfast with Santa Clause for kids, street parades, ugly Christmas sweater contests, and other festive events where bringing food or a gift is necessary.

• Green Monday - an online retail industry term similar to Cyber Monday. The term was coined by eBay in 2007 to describe the best sales day in December, usually the second Monday of December. This year we saw a lot of online retailers like Target using this day to promote special deals.

• Christmas Eve & Christmas Day - the main days for big meal celebrations and gift giving.

• Boxing Day - Although Boxing Day is not widely celebrated in the USA, some do celebrate it, and even if they are not celebrating the holiday explicitly, many Americans do give small gifts to folks like their landscaper, house cleaner, baby sitter or nanny, hair stylist, and others who they hire out for services on a regular basis.

How is your brand or retailer connecting with consumers during the many mini-events throughout this Christmas and holiday season?

Let me know by commenting below.

- Lisa Mabe, Founder & CEO, Green Purse PR

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Summer Spending Amongst Millennial Mom

We asked Millennial moms across the USA what they anticipate spending on this Summer. Here’s what they told us.

American mothers are sick of being cooped up at home! While most of us had to “summer” at home last year (and all year,) thanks to the COVID-19 pandemic, this summer moms are coming out and she’s way past ready for some hard-earned “me time.”

We asked our panel of Millennial moms what they anticipate spending their time and money on over summer. Here are some of what they shared with us.

How American Millennial Moms Plan to Spend Time & Money this Summer

• “Yes, yes, yes! I’m saying yes to just about anything!”

• “I’ve already been out at restaurants (outside,) and I’ll do it a lot more. I’m so sick of cooking at home; time to make up for it by dining out a lot!”

• "Let’s put down the damn screens and get outside in nature. Bring on all the nature trails, bike rides, and mountain hikes.”

• “I’m going somewhere — anywhere, and BY MYSELF!”

• “So excited to finally go away for a girls’ weekend — spa, wine, and good food.”

• “We’re renting a beach house with another family and a few other local or regional trips to visit family and friends.”

• “Getting my hair done, nails done and going to the spa!”

• “I’m taking my first flight since the pandemic to go to Mexico. My husband and I are doing a trip - just us and we plan on living it up!”

• “It’s time for some me-time! I’ve having a weekend (or two) away by myself — I’ve earned it!

• “We’re finally comfortable having our house professionally cleaned again. After over a year of dealing with mess, I’m very excited to have some cleaning help come each week!”

• “Since last summer sucked, we’ll be doing all the things this year — making up for birthday parties we did not get to have last year, lots of outdoor activities and spending a lot of time at the beach.”

• “Last year I spent a lot of money on entertaining everyone at home. This year I’m focused on going out to restaurants and getting out of town to have fun — mountains, beach, and staying with family.”

• “Let’s help make it up to local restaurants. I’m aiming to go to a new restaurant each week from here on out.”

• “We have a few vacations to go on, but we’re also excited to stay close to home to see our family and friends. We’ll be having lots of backyard BBQs and pool parties.”

• “I’ve been doing some online shopping lately to buy some new summer dresses — I need some fun new pieces to get out in the world again.”

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How will your brand connect with consumers this summer?

Green Purse is your go-to source for keeping a pulse on your target consumers, Want to get a temperature check on how your brand can address consumer needs this summer? Contact us to learn more.

- Lisa Mabe, CEO & Buy-ologist, Green Purse PR