Black Women are the World’s Fastest Rising Consumers

For far too long brands have often underestimated the buying power of black women, myopically seeing their worth only within the hair and beauty industry. However, times are changing and brands can no longer ignore the power of black consumers unless they are intentionally remaining ignorant to how commerce, especially e-commerce, is evolving. Especially with the growth of access to e-commerce over the last 12+ years, we are now distinctly able to see the power of black dollars and pounds, especially within luxury, fashion, e-commerce products.

But exactly how much is the world of e-commerce changing?

Millennials are one of the most diverse generations, second only to Zoomers. When it comes to demographics, low-income, black and Hispanic groups are among the fast-growing populations in terms of online purchasing and these numbers continues to grow. With the type of consumer changing, so are their expectations and relationships with brands.

Brands need to wake up to the power and influence of black voices in the digital world, if they haven’t already, as it is proven to be something that should not be underestimated

The Crocs website temporarily crashed and the shoes could only be found in very limited sizes as a result in a 4900% spike in sales of the pink Crocs.

It would be easy to reason that this level of sales is solely due to Minaj’s fame, and despite Crocs themselves attributing the sales spike solely to the publicity from Nicki Minaj, in contrast, an official collaboration between the comfortable shoe brand , and international singer, Justin Bieber was released earlier in the year. Bieber, with 40k+ more Instagram followers than Minaj, did not receive the same level of success with his Crocs collection release. Minaj’s following is predominantly black and female, and the results almost entirely speak for themselves.

Another example is the cult level success of Telfar Clemans. The designer behind the exclusive staple bag of the year. Whilst sales for the Telfar brand increased amidst last year’s call for people to support black-owned businesses through Black Pound/Dollar Day, black people played a crucial role in the brand’s rising in success. Viral dances and songs, created by black men and women, praising the bag via TikTok are still trending almost a year later. And in April 2021, when Guess release a questionably similar bag in their collection for sale, it was the same black demographic to hold the fashion house accountable ripping and profiting off of black creators in which Guess responded by withdrawing the bag for sale.

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Rising above the odds, and taking on entrepreneurship

The Black Pound Day movement, popularised in 2020, has shown great success within black owned businesses but many wondered what would happen once the hashtag stopped trending. A year later, it seems that many companies are still living up to expectations. In 2020, luxury chain Nordstrom committed to a five-year plan to promote racial equality. “Delivering $500 million in retail sales from brands owned by, operated by, or designed by Black and/or Latinx individuals by the end of 2025”.

The pandemic has encouraged us to view investing and finance differently.

Overcoming the challenge of funding, companies such as Black Ballad have used initiative to run a crowd fund. Their mission was an astounding success, raising £338,582 from 1396 black women and allies.

At TechTee we acknowledge the power of black women as consumers

We persistently research consumers, especially those from that are underrepresented, in order to design and build inclusive digital products for everyone.

If you’d like to discuss anything from this article or you’d simply like to learn more about TechTee and how we can help you, contact us here.



TECHTEE is an agency where powerful technology meets exceptional design to create complete digital consumer experiences, from concept to launch.

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TECHTEE is an agency where powerful technology meets exceptional design to create complete digital consumer experiences, from concept to launch.