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Recession Marketing: Making Frugalistas Out Of Big Buyers

Posted on | June 17, 2008 | 3 Comments

Cheap is chic. For our fashion-conscious female readers, it may now mean spending less to look good. At, we’re looking at the recession as an opportunity to gain a more loyal readership: Women want advice about how to look put-together and stylish on a budget, which some readers may see as a tougher task than choosing high-end ensembles straight from the pages of a fashion magazine.

The “frugalista” is a sophisticated bargain hunter. She isn’t a new kind of shopper, but she is garnering a new level of attention in these budget-conscious months. When even women who can afford to buy clothes that reach into the range of thousands of dollars per item are shopping at consignment shops, we know our readers are looking for more ways to save. But they don’t have time to compare the virtues of all 57 blouses at Forever 21.

We want to help these women make the most of their more limited disposable income – a strategy that seems to be working for industries across the board. We’re trying to do this in three main ways:

1. Identify less expensive options readers can afford – for us, this means products from sites like Forever 21 and Old Navy.

2. Introduce readers to new purchasing options that offer price cuts as an incentive to buy, like designer discount sites Rue La La and Gilt Groupe.

3. Feature products that are categorically less expensive, but are associated with luxury. For SheFinds, these are often cosmetics like lipstick – even the highest end products top out at about $40.

By shifting more focus towards these products and acknowledging consumers’ efforts to scale down on spending, we hope to drive sales along with increasing reader interest and loyalty.

More on the Frugalista Trend:

Proud to be prudent: Meet the new army of frugalistas

The Beauty Bust

Penny Pinching Looks Great

Online fashion expert, style and shopping expert, Michelle Madhok, is the CEO of White Cat Media LLC publisher of blogs and, sites that help busy women shop online.


3 Responses to “Recession Marketing: Making Frugalistas Out Of Big Buyers”

  1. Make Friends With Your Shoppers…Especially When They’re Spending Less
    July 1st, 2008 @ 7:28 am

    […] to tighten their proverbial belts this year. What else is new, you say. We already know about the frugalista. But the study also found that consumers predicted their offline spending would drop more […]

  2. countingthepennies
    July 14th, 2008 @ 6:47 am

    We have just started a web site at Whilst we take our own efforts at frugal living seriously, we also want to show a more light hearted & fun approach. We want to get as many like minded people involved, to help each other out – hope we hear from you

  3. When the Going Gets Tough…We Buy Shoes Online
    August 12th, 2008 @ 6:37 am

    […] know it might seem odd to keep insisting that the nation’s current economy means great opportunities for e-tailers and online marketers…but the evidence just keeps piling […]

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