Summer is coming to an end, but that doesn’t mean playtime has to be over until next year. New York-based Scarborough Research has provided a ranking of leisure and lifestyle activities most favored by women ages 18 and over. The activities listed are based on input from clients and marketplace factors. Shopping is nowhere to be found in the top 10, but that’s because Scarborough includes that activity in a retail-focused section of its study. One interesting note: The majority of the top 10 can be done in groups or with friends, making them as much about socializing as fitness or charity.
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- Gardening
Percentage of women who cited this as a favorite activity: 52
Martha Stewart has helped to make this pastime a little more glamorous — and a little less of a chore. Her company, Martha Stewart Living Omnimedia, published “Gardening 101: Learn How to Plan, Plant and Maintain a Garden.” The guide teaches readers to become successful gardeners one step at a time — illustrations included. Upscale retailers Smith & Hawken, Restoration Hardware and even ultrahip Anthropologie cater to the trend by selling various gardening tools and accessories. - Swimming
Percentage: 36
Women who are interested in swimming in the confines of their own backyards will have to plunk down some serious cash to do their laps: A traditional inground pool costs a hefty $15,000 (national average). In terms of fashion, Elizabeth Hurley has entered the swim race with her own swimwear collection, and Jessica Simpson has also jumped on the bandwagon. The pop superstar will soon release a contemporary ready-to-wear collection that is expected to encompass swimwear, sunglasses, handbags and lingerie, as well as other apparel and accessories. - Volunteer work
Percentage: 32
Of the 64.5 million people who performed volunteer work at least once from September 2003 to September 2004, 58 percent were women, according to the Bureau of Labor Statistics. The bureau also reported that women volunteered at a higher rate than men across all age groups, education levels and other demographics. Some of the most popular reported volunteer activities for the time period included fund-raising, coaching and tutoring. Other well-known activities include volunteering for the American Red Cross, at a hospital or for an elderly program, such as Meals on Wheels. - Sewing-Crafts
Percentage: 30
Women who love arts and crafts or sewing can’t miss stopping by a Michaels store. Headquartered in Irving, Tex., Michaels is currently the nation’s largest specialty retailer of arts and crafts materials, having grown from a chain of 16 stores in 1984 to 870 stores across the U.S. today. The retailer sells yarn and needle products and even offers knitting and crocheting classes for beginners. Other crafting courses include cake and basket decorating. - Photography
Percentage: 28
Female photographers such as Dorothea Lange and Annie Leibovitz have created some of the most fascinating images in history and today’s pop culture. If women who carry their digital cameras everywhere are ever interested in photography as more than just a hobby, they can potentially make a pretty penny off of weddings. WWD reported in April that photography for a wedding on average costs $1,663 — and 46 percent higher for New York City couples who tie the knot. - *Bowling
Percentage: 20
What bowling fashions are available for women? Dick’s Sporting Goods, which operates 239 sporting goods stores in the U.S., sells bowling balls adorned with pink sparkles, leopard prints and even images of Hello Kitty. Women’s bowling footwear includes blue cosmic suede shoes from BSI, while the Dexter brand carries red leather shoes. The Ebonite Retro Strike Tote Bag is a fashionable choice among bowling ball bags. - *Bicycling
Percentage: 20
For all those Lance Armstrong wannabes, take note: Cycling gear is reflecting a more feminine approach these days. WWD reported back in May that skirts were hitting the outdoor apparel market with a bang — companies like Nike, New Balance and Under Armour, which recently revealed plans for a $100 million IPO, are now designing fabric-appropriate skirts for cyclists, runners and tennis players, among other sports. - Camping
Percentage: 18
Adventure enthusiasts looking to buy their camping and outdoor gear from L.L. Bean may be seeing a store hitting their neighborhoods in the near future. In an effort to keep up with the growing number of competitors and their retail units (think REI and Eastern Mountain Sports), privately held L.L. Bean has slowly begun branching out of its home state of Maine, opening shops in Virginia, New Jersey and Maryland. The company plans to continue distributing its popular catalogue at the same time. - *Circuit Training-Free Weights
Percentage: 17
“Move over yoga,” WWD said earlier this year. Apparel makers have begun shifting their focus back toward high-energy workouts. Three celebrities whose workouts got them in shape for heavy-duty roles in films include Hilary Swank for “Million Dollar Baby,” Jennifer Garner for “Elektra” and Jessica Biel for “Blade: Trinity.” All three red-carpet beauties reportedly chose a combination of cardio and weight workouts — not to mention changes in their diets. - *Jogging-Running-Power Walking
Percentage: 17
In last year’s New York City Marathon, 33 percent of runners who finished the run through all five boroughs were women. Ten years ago, 24 percent of finishers were women. WWD also reported in March that the popularity of triathlons is attributed to the growing interest in extreme sports and in fitness activities in general, along with the fact that this activity incorporates three different elements — bicycling, swimming and running. Thus, the options in apparel are increasing. Speedo, Tyr and Danskin all make triathlon-specific apparel for women. - Adult Continuing Education
Percentage: 16
Going back to school has never been easier. Nowadays, many companies provide financial assistance for employees wanting to take courses. And, thanks to the Internet, online continuing education courses are offered by institutions across the country. The National Education Center for Statistics projects that this year there will be over 2.6 million women age 25 and older who will be enrolled in part-time courses at degree-granting institutions. - Fishing
Percentage: 15
In 2003, L.L. Bean opened the L.L. Bean Hunting & Fishing Store in Freeport, Maine. Its doors remain open 24 hours a day, and the store is located right next door to L.L. Bean’s flagship. Items from the women’s fishing apparel collection include water shoes, waders, fishing vests and gloves, along with other fishing gear and accessories. - Hiking-Backpacking
Percentage: 11
WWD reported in March of the growing number of people moving out West in order to take further advantage of activities such as hiking and backpacking. Adventurous places like Alaska, Oregon and Colorado have been attracting young married couples and single professionals to their regions. - *Team Sports (Softball, Soccer, Etc)
Percentage: 7
Team sports are an ideal way to spend time with girlfriends, while getting a good workout at the same time. In addition to organized team sports for women at colleges and universities, many corporations today organize softball, baseball or basketball teams for employees, some of which require co-ed members. Women can also participate in team sports at places like New York’s Chelsea Piers sports complex, where its 80,000-square-foot Field House holds activities like gymnastics, team sports and league play day and night. - *Golf
Percentage: 7
American Golf Corporation, which manages over 170 golf clubs and resorts in the U.S., has made a commitment to make women feel welcome at its courses by hosting golf clinics and exhibitions, women-only classes and leagues and tournaments throughout the year designed exclusively for women.
Source: Scarborough Research.
*Indicates a tie.