To honor Women’s History Month, Boatmart showcases female boat buyers and how they’ve shaped the boating industry.
Boatmart’s traffic reveals unique insights into key purchasing groups. Women make up more than one third of those visitors, shaping traffic and buying patterns. Their influence continues to increase year-over-year.
Understanding women’s influence in the purchasing journey helps dealers better serve their consumer needs, during and after Women’s History Month. It also maneuvers dealers to leverage women’s expanding market share.
Women Are Quietly Shaping the Modern Boating Buyer Journey
Female-identifying shoppers now account for 37% of all Boatmart visits, a significant share of the market. Their search volume positions them as key decision-makers in a high-consideration, lifestyle-drive category. Their influence also signals long-term durability in audience share, with female Boatmart visits increasing by 2% from 2024 to 2025.
Focus on the research phase, a common trend in boat-buying, may influence the decisions of female buyers. This trend suggests strong consideration, as opposed to episodic interest. It can also indicate sustained engagement, even with the boat industry’s typical extended purchase cycle and its strong financial stakes.
Many dealers invest in women’s interest in the boating industry, offering female boat driving clinics. They provide classes led by female instructors, building confidence in first-time women boaters and empowering them with the knowledge they need to succeed.
Travis Pepin, Director of Marine OEM Partnerships notes, “Boating is rarely a quick decision. It’s something families talk through, plan for, and research heavily before moving forward. When women represent more than a third of that research traffic, that tells us they’re playing a meaningful role in shaping brand and feature decisions. For manufacturers and dealers, that’s a reminder to think about how boats are actually used, from family time to storage and long-term ownership, and make sure our product and messaging reflect that reality.”
As female Millennials and Gen Xers establish more significant financial means, they may allocate discretionary spending to boating units. Common considerations regarding this lifestyle commitment include family use, storage, and long-term costs. Female buyers drive research about brand and features, and then potentially share the final transaction. Their purchases reflect collaborative efforts made possible by long-term planning, not impulse buys.
Empower and Engage Female Boaters Every Day of the Year
Every month of the year, women capture a substantial and increasing segment of boat buyers. Recognizing and catering to female audiences encourages further progress for women boaters. In the spirit of Women’s History Month, celebrate and enable their achievements all year long.
