Key points

Influencers touting underconsumption and buying nothing are overwhelmingly female.

This gender gap is consistent with research showing women are more sensitive to inflation.

The reason? It’s a matter of who does the grocery shopping.

Grocery store runs aren’t as fun as they used to be, and I’ve got the math to prove it. Last night I was at Trader Joe’s reaching for extra virgin olive oil when I found, for the first time since discovering EVOO, that every bottle was now squarely priced in the double digits. Things didn’t get much better when I stocked up later on all my favorite Reese's peanut butter chocolates in honor of Halloween, whose prices continue to creep even as their packaging continues to shrink. At last check, economists had the latest inflation rates pinned at

See Full Page