Amid high inflation, ‘pink tax’ is ‘another punch to the gut’

Trae Bodge, a shopping expert who lives in the New York City area, sees higher prices for products and services marketed to women everywhere: Socks, razors, shampoo and apparel are a few of the product types aimed at women that tend to cost more.

“I don’t know why brands think this is acceptable,” Bodge says. “It’s another punch to the gut as we’re trying to manage our budgets right now,” she adds, referring to rising prices across consumer goods categories because of inflation.

The phenomenon known as the “pink tax,” when products and services aimed at women cost more than their counterparts aimed at men, is well-documented across many goods and services. A 2021 paper co-authored by Stephanie Gonzalez Guittar, assistant professor in the sociology department at Rollins College in Florida, found that women pay more for deodorants and lotions and that personal care products are increasingly differentiated by gender. For example, lotion for women cost an average of $2.97 per ounce compared with $1.86 for men.

Here are ways to avoid paying the pink tax.

Opt for gender-neutral products

As Gonzalez Guittar points out, there is no reason why women need to use lavender scents while men stick with pine.

Shoppers can save by buying more generic or gender-neutral products instead of the gendered versions, she says. “Ultimately, (these products) are pigeon-holing what femininity looks and smells like, and that comes at a price.”

Study the fine print

Gonzalez Guittar urges consumers to take a close look at the ingredients and size information on the packaging to help make more informed decisions before they buy.

“Look at the price per ounce because women’s products tend to be smaller,” she says, and you can often get a better deal by purchasing unscented products in larger quantities instead.

Ask for equal pricing

When it comes to services such as dry cleaning or haircuts, men’s prices tend to be lower, but Bodge says they don’t have to be.

“If I’m having a cotton oxford shirt cleaned, I just ask for the men’s option, especially if the pricing is posted,” she says. “With haircuts it’s trickier, but if you have a short pixie cut, ask for the men’s price.”

Know your rights

California and New York have passed laws against gender-based pricing, which provides a legal recourse for consumers who notice price discrimination based on gender. You can report violations to the New York State Division of Consumer Protection or the California Department of Consumer Affairs. Other states have proposed similar legislation.

“We have to look at how we push back with legislation. When we think about economic justice, we often only think of equal pay, but that’s not the only area where women are experiencing economic injustice,” says Christian F. Nunes, president of the National Organization for Women, an advocacy group dedicated to defending women’s rights.

“They charge you more but also underpay you,” Nunes says. “It’s harder to have a sustainable life.”

Prioritize saving

Given the wage gap and women’s longer expected lifespans, it’s essential for women to amass savings to get through the post-retirement years, says Cindy Hounsell, president of the Women’s Institute for a Secure Retirement.

That means leveraging all available work benefits, such as 401(k)s, and cutting back on extraneous spending.

She urges people to use online calculators to figure out how much you will need in retirement so you have a clear goal. “Everyone needs a different amount.”