Introduction
Q1, just like Q4, is a critical time for e-commerce and online sales.
New Year, Valentine's Day, and International Women's Day...
There has always been a positive correlation between special days and e-commerce. We discuss the reasons in this blog, but for now, let's get back to our topic.
Originally, International Women's Day represents the movement for women's rights that began in the early 20th century. Initially, it focused on women's labor rights but has since evolved to encompass broader themes of gender equality, social justice, and women's empowerment worldwide.
If your e-commerce brand doesn’t actively support gender equality, you might struggle to connect with shoppers searching for International Women’s Day (IWD) gifts. But here’s the good news: it’s a chance to win over new customers.
How? By showing you genuinely care about including and empowering women, whether through your products, messaging, or partnerships. Let’s break down how IWD works, what shoppers really want (spoiler: it’s not just pink products), and simple ways to make your store stand out.
First of all, It's important to move beyond the "buy flowers" mindset. If your goal is just to make a profit, you can do that, but the real challenge is being able to stay relevant and adapt to a constantly changing world. Because in 2025, girls just wanna have fun-damental rights.
Key Trends and Statistics for International Women’s Day Online Sales - 2025
- Sales Increase. In the past years, global online sales surged to $13.2 billion on March 8th, marking a 35% year-on-year increase. Additionally, businesses experienced a 26% boost in daily orders from March 1 to March 8 compared to the rest of the month.
- Popular Categories. Categories like beauty, fashion, accessories, and health & wellness are in high demand during women’s day period. Apparel is particularly popular, with brands often launching targeted campaigns and promotions.
- Regional Differences. While sales are robust in Asia and Latin America, Europe and North America experience more moderate increases. Economic factors like inflation and consumer spending patterns can impact sales performance.
- Self-Gifting Trend. Unlike other holidays, a significant portion of shoppers on women’s day search for gifts for themselves, offering a unique marketing opportunity.
- Supporting Women-Led Businesses. The e-commerce industry is supportive of women-led businesses due to lower entry barriers and a wider audience reach. However, men still dominate most online marketplaces. (source)
“Pinkwashing” Pitfalls: How to Avoid Cringe-Worthy IWD Campaigns
Slapping a pink ribbon on your product and calling it a “Women’s Day special” is like putting lipstick on a bulldozer. It’s obvious and today’s shoppers are smarter than that.
Think about that toothpaste brand that turned its packaging pink for International Women’s Day marketing, added a hashtag like #GirlPower, and… crickets. It had nothing to do with supporting women—it was just a lazy sales tactic. The backlash? Let’s just say their social team spent weeks deleting comments like, “Is this toothpaste going to fight the pay gap too?”
So, what exactly is pinkwashing? It’s when companies slap a feminist message on their products without taking real action to support women. Think pink razors sold at a markup, limited-edition packaging with no actual commitment to gender equality, or social media posts with empowering quotes… from brands that underpay female employees.
What Do Authentic IWD Campaigns Look Like?
You don’t have to be perfect to avoid pinkwashing. You just need to care more than you sell.
An outdoor gear company that partnered with women athletes to design hiking boots actually built for women’s feet. They shared stories about female adventurers, donated proceeds to outdoor programs for girls, and their March sales doubled. Why? Because they put action behind the pink.
This is the power of authentic IWD campaigns: They focus on impact, not aesthetics.
How to Spot Unintentional Stereotypes in Your Messaging
- Audit your product descriptions: Does every item “for her” involve glitter, spa days, or cupcakes? Ask yourself: Would I market this to a man the same way? (Hint: Gender-inclusive branding starts here.)
- Ditch the “women are from Venus” vibe: Not every IWD gift needs to be “nurturing” or “emotional.” Women buy power tools, tech gadgets, and whiskey too.
- International Women’s Day marketing isn’t a checkbox—it’s a litmus test. Shoppers aren’t just buying a product; they’re buying into what you stand for. So skip the performative pink. Do the work, tell real stories, and maybe—just maybe—you’ll earn more than a sale.
The “She-conomy” Effect: Why Women Drive 85% of Purchasing Decisions
If your brand only tailors its marketing to women once a year for International Women’s Day, you’re missing the bigger picture. Women influence 85% of all consumer purchases—not just during IWD, but all year long. That means their spending power isn’t just a seasonal trend; it’s the backbone of the economy.
Yet, despite this, many brands still get it wrong. They assume “marketing to women” means slapping a pink label on a product or launching a one-time campaign. But here’s the reality: Women don’t just want to be acknowledged for a week in March. They want brands to recognize their needs, values, and preferences every single day.
Women’s Spending Power Goes Beyond IWD
The numbers don’t lie. Studies show that women drive:
- 91% of new home purchases
- 80% of healthcare decisions
- 60% of car purchases
- 93% of food spending
And this isn’t just about personal shopping—women are decision-makers in businesses, too, influencing billions in B2B purchases.
So, if brands truly want to connect with female consumers, they need to go beyond IWD discounts and think long-term. That starts with understanding what matters to them.
How to Make Your Brand More Inclusive
Here’s where many brands miss the mark:
- UX that Actually Works for Women: Ever shopped online and seen “unisex” sizing that only really fits men? Or a product page filled with stock photos that don’t reflect real customers? Women notice. Inclusive sizing, diverse representation in visuals, and clear, intuitive navigation matter more than brands realize.
- Messaging That Feels Genuine, Not Tokenizing: Women don’t need brands to “celebrate” them once a year. They need brands that understand them every day. That means moving beyond clichés like “empowering women” without action. Support female creators, feature real women in campaigns, and ditch the performative marketing.
- Avoiding the “Shrink It and Pink It” Trap: For years, brands have taken everyday products, made them smaller, turned them pink, and called it “for women.” The result? Women end up paying more for products that are functionally identical to men’s versions (hello, pink tax). Instead of lazy gendered marketing, focus on real innovation that adds value.
Why Empathy Beats Exploitation in Marketing
Women are tired of being marketed as a monolith. They don’t all like diamonds. They don’t all love shopping. And they definitely don’t appreciate brands that only show up for IWD without backing it up the rest of the year.
The brands that win in the “She-conomy” are the ones that actually listen. That builds products and experiences around real needs. That speaks to women in ways that feel genuine, not forced. Because when a brand gets it right? Women don’t just buy once—they become loyal customers for life.
Beyond March 8th: How to Support Women All Year
Support Women-Led Businesses and Creators—Consistently
If you’re featuring women-owned brands or female creators in March, great—but what happens the rest of the year? Instead of a temporary spotlight, build long-term partnerships. Feature women-led businesses in your supply chain, collaborate with female designers, or amplify women’s voices in your content strategy beyond a single month.
Celebrate Female Employees (Without Making It a One-Time PR Move)
Many brands highlight their female workforce on IWD, posting an Instagram carousel of their women employees. But does the support continue after the likes roll in? Instead of a single post, implement meaningful initiatives:
- Offer mentorship programs to support career growth.
- Ensure leadership roles aren’t just filled by men.
- Share real stories and career journeys throughout the year, not just in March.
Put Your Money Where Your Message Is
Some brands pledge IWD donations, only to quietly return to business as usual on March 9th. Real commitment means sustained action.
- Donate a percentage of annual profits to organizations that support women.
- Invest in workplace policies that benefit women, like paid parental leave or flexible work arrangements.
- Support education and training programs that help women enter male-dominated industries.
If your brand’s only contribution to IWD is a discount code and a pink graphic, it’s time to rethink your approach. What matters is the work you do when no one’s watching.
“But We’re a Male-Dominated Brand!”: Making IWD Relevant for Every Business
Industries like tech, finance, and automotive might not seem like natural fits for IWD marketing, but that’s exactly why participation matters.
Spotlight Women in Your Industry (Even If They’re Underrepresented)
Even male-dominated fields have women doing groundbreaking work—they’re just rarely given the mic.
Try this:
- Profile women in leadership, R&D, or behind-the-scenes roles.
- Share their challenges (“How I Pushed for Parental Leave Policies Here”).
- Partner with schools or orgs to mentor young women entering your industry.
Use IWD to Audit Your Own House
Before preaching equality, practice it.
Action steps:
- Share pay gap data (if you’re working to close it).
- Highlight policies like flexible hours or childcare support.
- Partner with HR to host anonymous feedback sessions for female employees.
Even if your workforce is mostly male, your customers aren’t.
IWD Campaign Metrics: How to Measure What Actually Matters
A successful International Women’s Day campaign isn’t just about short-term sales spikes—it’s about impact. If your brand is serious about celebrating women meaningfully, the way you measure success needs to go beyond revenue. Here’s how to track what truly matters:
Key Performance Metrics
Before diving into deeper impact, let’s cover the basics. Traditional KPIs still play a role in assessing your campaign’s effectiveness:
- Conversion Rate: How well did your campaign drive actual sales or sign-ups?
- CTR & Engagement: Did your audience interact with the campaign through likes, shares, comments, or clicks?
- New vs. Returning Customers: Did your campaign attract new buyers, or did it strengthen loyalty with existing customers?
But numbers only tell part of the story. To truly measure an IWD campaign’s success, you need to look beyond the obvious.
Looking Beyond Sales: What Really Matters
1. Social Engagement with Meaningful Content
Monitor engagement on content that promotes gender equality—not just sales-focused posts. Are people commenting, sharing, and starting conversations? A campaign that sparks dialogue often has a bigger impact than one that simply boosts short-term revenue.
2. Authenticity Check: Ask Your Customers
Want to know if your campaign felt genuine? Ask. Post-campaign surveys or social media polls can provide invaluable insights. A simple question like “Did this campaign feel meaningful to you?” can reveal whether your efforts resonated or came across as performative.
3. Long-Term Loyalty & Brand Perception
An impactful IWD campaign should strengthen trust. Track repeat purchases, referrals, and sentiment over time. If customers return and continue to engage after the campaign, it’s a sign your message wasn’t just noise—it mattered.
At the end of the day, the real measure of success isn’t just about selling more—it’s about standing for something real.
Conclusion
International Women’s Day marketing isn’t about a single campaign—it’s about what your brand stands for every day of the year. Consumers can tell the difference between performative gestures and real commitment, and brands that genuinely invest in gender equality will build stronger connections and lasting loyalty.
This year, take a step beyond pink packaging and limited-time discounts. Tell real stories, support women-led businesses, and create meaningful campaigns that resonate beyond March 8th. And if you're looking to maximize your campaign’s reach, check out AI Ads to optimize your Women’s Day sales.
