Women control more than 80 percent of U.S. purchasing power, so finding where they live should be at the top of retailers’ “to-do” lists. “Being able to target some of these towns for new retail opportunities is key for this business,” said Rich Hollander, president of the Customer ID division for Buxton, a customer analytics firm. Buxton has provided the top 10 metropolitan statistical areas containing the highest percentages of females. Women were between the ages of 18 and 44, and metro areas had populations of more than 500,000. Regions with colleges and universities are heavily represented, along with state capitals, such as Salt Lake City, Baton Rouge, La., and Columbia, S.C. Below, a look at how these regions are attracting women with business, residential and cultural opportunities, and glimpses of where these women could be putting their spending power to good use.
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- Austin-San Marcos, Tex.
Percentage of females ages 18 to 44 in region: 45
There is more to Texas than presidents, cowboys and oil magnates. A vibrant nightlife and eclectic shopping are definite lures to the capital, Austin, located 162 miles northwest of Houston. And holding events such as South by Southwest, a film and music festival, can increase the potential for females to relocate to the area. Colleges are an even bigger draw. At the University of Texas at Austin, women constitute more than 50 percent of the student population. Unique shops fill the neighborhoods, as well, including Moxie and the Compound, a boutique owned and run by local artists and designers. - Raleigh-Durham-Chapel Hill, N.C.
Percentage: 43.7
In addition to colleges and universities such as the University of North Carolina, Duke University and North Carolina State, the area gives female college grads lots of job opportunities after graduation. Big retail names include Family Dollar Stores (headquartered in Matthews, N.C.), one of the fastest growing discount store chains, and Charlotte, N.C.-based Belk Inc., the largest privately owned U.S. department store company, with 275 Belk, Proffitt’s and McRae’s stores across the Southeast. - Atlanta*
Percentage: 42.4
Electing a woman mayor can’t hurt a city’s chances of attracting a female population. Mayor Shirley Franklin was sworn in in 2002 as the first African-American woman to serve as mayor of a major southern city and has tackled issues such as homelessness and improving the business climate. Two of Atlanta’s largest employers are food retailer Kroger and Delta Air Lines, both with more than 20,000 employees. “Down South — it’s where the growth is,” said Rich Hollander of Buxton. “Populations are increasing in the South, bringing in much more opportunities. The cost of living is lower, too.” - Ann Arbor, Mich.*
Percentage: 42.4
Ann Arbor’s numerous shopping districts offer plenty of variety for women of all ages, especially for University of Michigan students. The school’s female enrollment is more than 19,000. The historic Kerrytown District offers one-of-a-kind shops and restaurants, along with art galleries and a museum. Arborland Shopping Center houses Old Navy, Marshall’s, Starbucks and more, while Briarwood Mall, the region’s largest shopping area, includes J.C. Penney, Marshall Field’s and Sears — along with several restaurants and more than 130 specialty shops. - Jersey City
Percentage: 42
Jersey City’s momentum has picked up for both commercial and residential expansion, especially since the Sept. 11 terrorist attacks. Businesses moved into the region, which is across the Hudson River from Lower Manhattan, along New Jersey’s eastern border. People can commute easily into Manhattan via commuter railroad, ferry or bus, and residential real estate is typically cheaper. The retail industry is also thriving: Newport Centre Mall is in the heart of the region and has stores such as Macy’s and Ann Taylor Loft, while Target and BJ’s Club have freestanding units. - Dallas
Percentage: 41.7
It’s not just an airline hub. There are major employers in the vicinity, such as J.C. Penney, Zale Corp., Fossil Inc. and Michaels, the arts and crafts retailer. Dallas-based Mary Kay is perhaps one of the most well-known cosmetics giants in the country. Approximately 3,600 Mary Kay employees serve the organization, while the independent sales force surpasses 1.3 million independent beauty consultants in more than 30 markets worldwide. - Columbia, S.C.
Percentage: 41.6
The capital of South Carolina is the focus of an economic development effort. Jim Gambrell of Columbia’s Office of Economic Development said that, with regard to retail, the main trend has been away from the building of huge indoor malls in order to “develop shopping centers that incorporate outdoor space, like the Village at Sandhills center, which has a main street, a theater, an ice skating rink, anchor stores and specialty shops for women — all in a village-type setting.” - Baton Rouge, LA.
Percentage: 41.3
“We have a strong arts community, popular colleges and all different types of corporations here,” said Davis Rhorer, executive director of Baton Rouge’s Downtown Development District. “The educational component is a strong one, because it draws a real diverse group of people to this area.” He also said retailing in the area is getting stronger. Three Wal-Marts opened within 18 months, and the Mall of Louisiana in Baton Rouge houses shops such as Chico’s, Banana Republic, Victoria’s Secret and Bailey Banks & Biddle. - Salt Lake City-Ogden
Percentage: 40.9
Women can enjoy skiing, hiking and golf at their doorsteps, and they can also become entrepreneurs here: In 2003, Inc. magazine ranked Utah as the top entrepreneurial state in the nation per capita. In addition, the National Association of Women Business Owners listed the Salt Lake City-Ogden region as the number-one place for a woman to run a business. If there is any time left over for shopping, women may use their credit cards at unique shops in the area, such as O.C. Tanner Jewelry and Utah Woolen Mills Clothiers. - Nashville
Percentage: 40.8
Nashville’s Office of Economic Development said there are countless opportunities for residents to embrace a healthy lifestyle. The area, located in northern Tennessee, is rich with religious diversity and cultural activities. Nashvillians also have a wide range of shopping choices, ranging from the Opry Mills mega-shopping outlet, which contains such stores as Off 5th and Gap Outlet, to the popular Farmer’s Market located downtown — along with eight other regional shopping malls across the area.
Source: Buxton, A customer analytics firm specializing in retail real estate analysis to Help retailers identify customers, headquartered in fort worth, tex.
* Indicates a tie