Almost 10% more women are taking care not to overspend in 2009 compared to spring 2008, according to new research from IPC Media.
The research, dubbed More Money Matters, found that one in five women say they don’t overspend at all compared to 11% last year.
Despite this belt tightening, however, over three quarters (76%) of the 7,500 strong representative panel of 18-60 year old British women say they are confident they can handle their finances during the recession.
A large minority of ABC women under 35 (40%) say they have yet to be affected by the recession, but a similar proportion (41%) are finding themselves turning to familiar “tried and tested brands” for comfort in a general climate of financial caution.
And they are still prioritising image – after paying essential living costs each month women prioritise spending on clothes, going out and shoes.
IPC Advertising insight director Amanda Wigginton says the research makes clear women “are taking the economic situation in their stride.”
“Women are taking control of their personal finances, covering the basics and still prioritising little treats in their discretionary spending,” she says.