The Future of Household Spending: New Data Shows Who Controls and Influences Budgets

At first glance, who influences — and ultimately controls — household spending isn’t always readily apparent. And as the concepts of “family” and “household” evolve, so too do the dynamics behind their collective spending decisions.

Recent findings from the "Ecommerce Pulse Report: Q4 2024" from Salsify and the Digital Shelf Institute (DSI) reveal that today’s households are far from simple when it comes to how purchases are made. While one person might be swiping the credit card or tapping “buy,” spending decisions are often influenced by a wider circle — from partners and kids to extended family and roommates.

Understanding these layers of influence and their interplay is crucial for brands trying to connect with consumers. Explore the latest consumer data about household spending ownership and influence.

Who Controls Household Spending?

In terms of direct control over household purchasing decisions, there’s one clear demographic winner. Women control or influence a staggering 85% of consumer spending per TechCrunch — a number that underscores their potential across a wide range of different categories.

These numbers are expected to increase: By 2028, women are slated to control 75% of all discretionary spending as well, per Nielsen.

But gender is only one piece of the puzzle: Generational shifts, coupled with the inevitable passage of time, are also changing the landscape of household spending.

Millennials and Gen Xers — with their increasing financial independence and relative buying power — are reshaping how and where families spend their money.

This age group’s preference for convenience, blended shopping experiences, and personalized recommendations add new layers of complexity to how ecommerce brands must approach their audiences.

Who Influences Household Spending?

Of course, these purchasing decisions are rarely made in a vacuum or unilaterally. According to the report, 70% of shoppers say that their partner influences their final buying decisions — the number one response in the consumer survey — while children under 18 sway the purchases of 30% of shoppers. 

To a lesser extent, adult children, parents, and roommates were also identified as contributing to the decision-making process, potentially adding multiple layers of influence within a single household.

For ecommerce brands, effectively targeting the household as a whole requires a deeper understanding of these various influencers and how their voices shape final purchases. A campaign designed to speak not just to the primary decision-maker but to everyone influencing the household has the potential to drive greater resonance and engagement.

How Has Ownership and Influence Evolved?

As families make decisions together, how they shop matters as much as who’s shopping.

The report found that 49% of consumers prefer a mix of online and in-store experiences, indicating that household purchases are influenced not only by household members but across various channels. Thus, brands must ensure a consistent and compelling experience, whether their customers browse online or push a cart down the aisle.

Relatedly, personalization has also become a critical factor in driving purchases. The report found that 37% of shoppers buy more frequently when they receive personalized recommendations, which is especially true among younger consumers like Gen Z and millennials. 

This can be a tremendous opportunity for ecommerce brands to leverage tailored content and product suggestions to influence spending decisions.

Strategic Takeaways for Brands

To make the most of their “household purchasers,” brands must fully leverage these insights to ensure they make the right connections with the right customers. Here are a few actionable tips based on the research findings.

Focus on Women’s Influence

As discussed, women currently control or influence the vast majority of consumer spending, making them an essential target for ecommerce brands. With that being said, however, it’s crucial to go beyond surface-level messaging.

Tailor your targeted content in a way that speaks directly to women’s needs, values, and preferences, without relying on stereotypes or making offensive assumptions. Whether it’s through storytelling that resonates with their role as decision-makers or product recommendations that match their unique interests, the data clearly illustrates why focusing on women as household spenders is critical for crafting impactful campaigns.

Optimize for a Family-Centric Approach

As household spending is often a collective effort influenced by multiple members, brands need to think beyond just the individual buyer and craft messaging that speaks to the family as a whole.

Consider family-centric campaigns that highlight shared experiences, bundle deals designed to cater to everyone’s needs, or storytelling that appeals across age groups. By making the value of your product clear to all members of a household, you create a broader appeal that can help drive conversions.

Just remember: Not all families look, act, or feel the same. Make sure your messaging reflects that.

Enhance Personalization Across All Touchpoints

More than ever, it’s critical that your brand offers personalized, helpful messages at every touch point — whether that’s through tailored content on your ecommerce site, personalized email marketing, or targeted ads based on past browsing history.

This is especially important in attracting younger consumers like Gen Z and millennials, who expect brands to meet them with relevant and personalized suggestions throughout their journey.

A Holistic Approach to Targeting Household Spenders

Leveraging household spending behaviors is about a lot more than just identifying the person at the cash register — it’s about understanding how each voice influences the final purchase and adapting your strategy accordingly.

By recognizing that household spending decisions are shaped by multiple layers, brands can develop a more comprehensive strategy. In a world where every touch point matters, taking a holistic approach to household spending can help brands connect more deeply with their audiences and ensure they're meeting the diverse needs of modern households.