Shop Women-Owned: How Female Entrepreneurs Can Capitalize on the $109 Billion Holiday Shopping Surge

Here’s something that should get your attention. Consumers plan to spend $263 billion this holiday season, and $109 billion of that is going to small businesses. That’s a 44% increase from last year in small business spending alone.

If you’re a woman-owned business sitting on the sidelines wondering if anyone’s actually shopping small this year, the answer is yes. They are. In massive numbers. The question is, are you positioned to capture your share of that $109 billion?

Because here’s the thing. Seventy-seven percent of U.S. consumers say they would complete all their holiday shopping at small businesses if they could. Nearly three-quarters find better, more unique gifts at small businesses than at major retailers. And when prices are equal, 77% would choose small businesses over large retailers.

The demand is there. The money is there. Let me show you how to actually capture it in the final weeks of the holiday season.

The Numbers Are Better Than You Think

I know the headlines have been doom and gloom about consumer spending. Yes, people are concerned about inflation. Yes, 86% of shoppers worry about tariffs and higher prices. Yes, some consumers are pulling back.

But here’s what’s also true. Gift giving is one area where consumers are prioritizing spending, even if it means cutting back elsewhere. Forty-two percent say it’s more important than ever to give to family and loved ones, even if it means sacrificing spending on themselves. Nearly half (47%) are cutting back in other areas like dining out, traveling, groceries, and even healthcare to expand their budget for gifts.

The Thanksgiving weekend just set records. A total of 203 million people shopped over the five-day Thanksgiving holiday weekend, up from 200 million last year. Online spending alone hit $23.6 billion over the three-day period. Black Friday reached an unprecedented $11.8 billion in online spending.

The National Retail Federation projects holiday sales will exceed $1 trillion for the first time ever, with growth between 3.7% and 4.2% over 2024. Adobe forecasts a record $253.4 billion will be spent online this holiday season, up 5.3% year over year.

For small businesses specifically, 93% of business owners say holiday sales are vital to their success this year. Business owners expect sales from the holiday season to contribute nearly half (47%) of their total yearly revenue, up from 33% in 2024.

This isn’t just busy season. For many women-owned businesses, this is make or break for the entire year.

Why Women-Owned Businesses Have an Advantage Right Now

Consumers are actively seeking out women-owned businesses, and there’s an entire movement built around supporting female entrepreneurs during the holidays.

Women-Led Wednesday started in 2017 as an annual holiday encouraging everyone to shop from women-led brands. Celebrated the Wednesday before Thanksgiving, the movement has grown to include 450 brands using the hashtag #ShopWomenLed to amplify their collective voice.

WBENC launched Women Owned Wednesday as part of their #BuyWomenOwned Campaign Collective, challenging people to purchase at least one product from a women-owned brand and post about it using #BuyWomenOwned. The Women Owned initiative provides a searchable directory of WBENC-certified businesses, making it easy for consumers who want to support women entrepreneurs.

These aren’t just feel-good campaigns. They’re driving real purchasing decisions. Consumers who care about supporting women-owned businesses now have organized movements, directories, and social media campaigns making it easier than ever to find and shop from female entrepreneurs.

If you’re not leveraging these movements and making it crystal clear that you’re a women-owned business, you’re missing out on customers actively looking for you.

Social Commerce Is Where the Money’s Going (Especially for Younger Shoppers)

If you’re not selling on Instagram and TikTok yet, you need to be. Social commerce is projected to surpass $2.9 trillion globally by 2026. Over 60% of Instagram users have discovered new products via the platform. TikTok Shop saw a 400% sales increase in Asia in 2023 and is exploding in the U.S. market.

Here’s what makes social commerce different. The entire shopping experience happens without ever leaving the app. Consumers see a product, get inspired, and buy it immediately. No friction. No redirects. No abandoned carts because they got distracted somewhere between Instagram and your website.

For women entrepreneurs, this levels the playing field in a way traditional e-commerce never could.

Instagram Shopping: Your Visual Storefront

Instagram has evolved from a photo-sharing app into a powerful visual discovery engine for products. With over 37.3% of U.S. users expected to shop via Instagram in 2025, it’s a platform you can’t afford to ignore.

Here’s what you can do on Instagram right now:

Instagram Shops. Create a customizable storefront directly on your profile where users can browse and buy products without leaving the app. It’s like having a mini website inside Instagram.

Product tags. Tag products in feed posts, Stories, and Reels, turning every piece of content into a shoppable moment. When someone watches your Reel showing how to use your product, they can click and buy right there.

Live Shopping. Host live video streams to demonstrate products, answer questions in real time, and drop exclusive deals. The live format creates urgency and lets customers interact with you directly before buying.

Instagram Checkout. For eligible businesses, customers can complete their entire purchase using saved payment information without leaving the app. This reduces friction and increases conversion rates significantly.

The strategy for Instagram is creating a highly curated, visually appealing experience. Think magazine-quality content that feels aspirational yet instantly shoppable. This platform works particularly well for fashion, beauty, home decor, and lifestyle brands.

TikTok Shop: Where Viral Moments Become Sales

If Instagram is a polished magazine, TikTok is where products go viral overnight.

TikTok Shop is a fully integrated e-commerce solution that allows you to upload products, manage inventory, and sell directly through in-feed videos, live streams, and a dedicated shop tab on your profile. In 2025, 89% of consumers say they’re influenced to buy after watching a brand’s video. With over 500,000 merchants and 1.5 million monthly searches for “TikTok Shop,” it’s become the go-to platform for Gen Z and Gen Alpha shoppers.

Here’s why TikTok is a game-changer for women-owned businesses:

Algorithmic democracy. New brands can go viral without large followings. TikTok’s content-first discovery engine means your product can be seen by millions even if you just started your account yesterday.

Native shopping integration. Products are embedded directly into video content for frictionless shopping. There’s no awkward “link in bio” redirect. The purchase button is right there in the video.

Live commerce capability. Live interactive shopping experiences drive spur-of-the-moment purchase decisions. The combination of entertainment and instant shopping is incredibly powerful.

Creator economy integration. You can leverage TikTok’s massive creator community for authentic product promotion through affiliate programs and partnerships. Creators with engaged audiences can drive significant sales for your products.

A single video featuring your product can reach millions overnight and lead to unprecedented sales velocity. That’s not hyperbole. Women-owned businesses are literally going from unknown to sold out based on one viral TikTok.

Last-Minute Shoppers Are Your Goldmine

Here’s something most businesses don’t realize. While 40% of planned gift spending occurs from Thanksgiving to Cyber Monday, that means 60% of holiday spending is still in play. We’re only halfway through the season, and the next two weeks are critical.

Twenty-two percent of shoppers admit they wait until the last minute to buy presents. This group skews younger, with 26% of Gen Z and Millennials identifying as last-minute shoppers. Another 35% are “vibe shoppers” who buy presents whenever inspiration strikes rather than planning ahead.

Translation? A huge percentage of consumers haven’t finished their holiday shopping yet, and they’re looking for inspiration and deals right now.

Here’s how to capture last-minute shoppers in the final push:

Emphasize fast shipping and local pickup. Last-minute shoppers are worried about shipping times. If you offer same-day delivery, in-store pickup, or expedited shipping, promote it prominently on every platform. Craft retailer Michaels just partnered with Shipt to offer same-day delivery from over 1,100 stores specifically to capture this demand.

Create gift bundles. Make decision-making easier by curating gift sets for different recipients (for mom, for coworkers, under $50). Vibe shoppers buy when inspiration strikes, and ready-made bundles provide that instant inspiration.

Highlight gift cards and digital products. These are perfect for truly last-minute shoppers who’ve run out of time. Make them easy to find and purchase.

Run flash sales in the final week. Create urgency with limited-time offers. Last-minute shoppers respond to deals and deadlines.

Optimize for mobile. Gen Z does 45% of their Black Friday shopping between 6-9 AM, and they’re doing it on their phones. If your mobile checkout experience isn’t seamless, you’re losing sales.

The Omnichannel Advantage for Women-Owned Businesses

Consumers are shopping both online and in person, and they expect a seamless experience across channels.

About 54% of consumers split their spending between online and in-store shopping. While 91% shop at major retailers, 60% also shop at small businesses. The key is making sure those small business shoppers choose you.

In-person shopping is still a powerful source of inspiration. Seventy-two percent of people get gift ideas from shopping in person, compared to just 28% who turn to social media. This is actually great news for women-owned businesses with physical locations or the ability to do pop-ups, markets, or trunk shows.

Americans are also twice as likely to call a small business than a large retailer when they have questions. Sixty-five percent are more likely to call a small business compared to 35% who’d call a large retailer. This personal touch is your competitive advantage.

Here’s how to maximize your omnichannel presence:

Make your inventory visible across channels. If someone sees a product on Instagram, they should be able to check if it’s available in your store or for pickup. Kohl’s added a “My List” feature allowing customers to build personalized shopping lists on their website and app, then organize and share their picks with others.

Offer multiple fulfillment options. Ship to home, in-store pickup, curbside pickup, local delivery. The more options you provide, the more customers you can serve.

Create consistent branding across platforms. Your Instagram, TikTok, website, and physical store should all feel like the same brand experience.

Use social media to drive foot traffic. Post about in-store events, exclusive in-store products, or limited quantities available for pickup.

Implement buy online, pick up in-store (BOPIS). This is particularly popular with last-minute shoppers who need items quickly.

What to Do in the Next Two Weeks

The holiday season isn’t over. You still have time to capture your share of that $109 billion going to small businesses. Here’s your action plan for the final push:

ASAP:

Set up or optimize your Instagram Shop and TikTok Shop. If you’re not already selling on these platforms, get started now. Even a basic setup is better than nothing.

Create last-minute gift guides and bundles. Make it ridiculously easy for indecisive shoppers to buy from you.

Update all your social media bios and website homepage to prominently feature that you’re women-owned. Use hashtags like #ShopWomenOwned, #BuyWomenOwned, and #ShopWomenLed on every post.

Promote your shipping cutoff dates and local pickup options. Make sure customers know exactly what’s possible for getting gifts before December 25.

This week (December 16-20):

Run flash sales and limited-time offers. Create urgency with countdown timers and “only X left” messaging.

Go live on Instagram or TikTok to showcase products and answer questions in real time. Live shopping events drive immediate sales.

Reach out to past customers with personalized gift recommendations. Your existing customers are your easiest sales.

Create content showing your products as solutions for specific gift recipients. “Still need something for your sister? This is perfect because…”.

Final week (December 21-25):

Push gift cards and digital products hard. These are the only options left for true last-minute shoppers.

Offer extended holiday returns. This removes purchase anxiety for people buying at the last minute.

Thank customers publicly on social media. Repost their photos, share their stories, and celebrate everyone who chose to support your women-owned business.

Start planning your January strategy. The holiday season provides valuable data about what sold well and which customers to nurture into year-round buyers.

The Bottom Line

Small businesses will capture $109 billion in holiday spending this season. Women-owned businesses have a unique advantage because consumers are actively seeking us out through movements like Women-Led Wednesday and #BuyWomenOwned.

Social commerce on Instagram and TikTok has leveled the playing field, allowing small women-owned brands to compete with major retailers by meeting customers where they already spend time. Last-minute shoppers represent a massive opportunity in the final two weeks of December.

The question isn’t whether the money is out there. It is. The question is whether you’re positioned to capture it.

Sixty percent of holiday spending still hasn’t happened. Consumers are still looking for unique gifts from businesses they feel good about supporting. They’re scrolling Instagram and TikTok right now, searching for inspiration.

Are they finding you?

Set up those social shops. Create those gift bundles. Use those hashtags. Promote your women-owned status. Make it easy for last-minute shoppers to choose you.

You’ve worked too hard all year to leave money on the table in the final weeks of the holiday season. This is your time. Go capture your share of that $109 billion.