Have you ever kept information about your finances to yourself? You know that moment – someone starts talking about savings and expenses as if it’s all so simple, while you’re secretly thinking, “Well, I’ve handled it my way, Thank you very much!”
And have you ever convinced yourself that buying shoes on sale is technically saving money? Or that sharing an enjoyable dinner with friends makes it ‘practically free’? Congratulations—you’ve done Girl Math!
What started as a TikTok trend quickly went viral thanks to creator Samantha Jane as she broke down everyday financial rationalizations in a funny way. Examples like “Anything under ₹100 is basically free” or “If I return something and buy something else, I’ve saved money” resonated deeply with the audience. Soon, Girl Math was no longer just a term; It became a cultural shorthand for how we justify indulgent purchases.
However, this phenomenon does not exist in isolation. For generations, the same logic has been applied in a variety of contexts. Your grandmother’s “special occasion” saree, your father’s splurge on premium golf memberships, or your mother’s investment in luxury skincare – all reflect the same mindset, albeit without the catchy name.
Just a trend? or a pattern?
Girl Math isn’t just a trend; It’s part of a wider change in the younger generation’s attitude towards money. Women are some of the most strategic investors today, as shown by a 2024 study from the National Institute of Financial Planning, which found that women tend to focus on long-term, diversified portfolios. This approach often yields better returns over time than the high-risk, short-term strategies preferred by many male investors.
The rise of Girl Math is consistent with this generational shift. As young women in India gain financial independence, they are prioritizing value over price. A 2024 report by McKinsey found that 57% of women aged 18-35 in India are more likely to spend on products that reflect their personal identity and social values. Whether it’s buying eco-friendly products or spending money on a wellness retreat, these choices are driven not just by financial logic, but by emotional satisfaction and personal well-being.
Vishal Dhawan, Founder and CEO of Plan Ahead Wealth Advisors, reflects on how spending justification, whether accompanied by the word girl math or not, has been around for centuries, saying, “Spending justification has always been a matter of one mind. The thing is, right? Everyone always has less resources than they wanted to spend. It’s just the way people have justified it for generations.”
The economics behind girl math
While Girl Math may seem playful, it often involves solid economic principles. Women often evaluate purchases based on future utility rather than immediate cost. For example, purchasing a durable but expensive product is seen as an investment. A 2024 report by the Reserve Bank of India found that 64% women prioritize long-term value over short-term savings when making financial decisions. And according to the Indian Retail Forum, off-season shopping accounts for 38% of discretionary spending among millennial women.
Another hallmark of Girl Math is calculating “cost per use”. For example, purchasing an expensive handbag can be justified by dividing its price by the number of expected uses, thus framing it as a cost-effective decision over time. This value-based approach underlines the practicality behind extravagance.
Additionally, a study conducted by Bain & Company in 2023 revealed that women are 1.3 times more likely to evaluate the per-use cost of the items they purchase, and make decisions that fit with their budget and lifestyle aspirations. Both are compatible.
high maintenance low maintenance
An important aspect of Girl Math is premiumization – the willingness to spend more on products aligned with self-care, wellness, and personal growth. According to a 2024 Nielsen India study, 68% of women aged 25-45 are willing to pay extra for premium products that reflect their values, be it in health, beauty or luxury.
For example, investing in high-quality skin care or attending a luxury wellness retreat can yield emotional and physical benefits that outweigh the initial cost. These options are designed as long-term investments in well-being, while reinforcing the practicality inherent in girl math.
Even the cultural dimensions of the Girl Math cannot be ignored. A 2024 PwC India report highlights how women in urban areas now control 35% of discretionary household spending, a sharp increase from 23% in 2015. This growing financial power has brought with it a redefinition of priorities, from luxury goods to experiences that promote self-care and personal growth.
Why does girl’s math matter?
Critics argue that trends like Girl Math reinforce old gender stereotypes, portraying women as spendthrifts. Naming conventions—Girl Math, Girl Dinners, Lazy Girl Jobs—can trivialize women’s contributions and ambitions, fueling narratives like Confessions of a Shopaholic from the media. Nevertheless, it is worth noting that for centuries, women have efficiently managed household budgets and demonstrated financial acumen despite systemic barriers.
It also draws attention to the unique challenges women face in achieving financial independence. A 2024 study by Deloitte found that 72% of working women in India feel they have to justify discretionary spending more than their male counterparts – a reflection of underlying societal biases.
Impulsive spending and the debt trap
However, not all the equations add up. The desire to justify unsustainable purchases can lead to unnecessary debt. A 2024 survey by the Financial Literacy Association revealed that 36% of young women in India admitted to excessive credit card usage, often reasoning with “I’ll pay it off later”. This mindset can turn into debt accumulation and high-interest payments, negating any perceived value.
Dhawan offered an important warning about debt, saying, “When you start spending on debt, you risk getting stuck in a situation where you have to continue spending to maintain the perception you have created.” Will have to be kept.” He also says, “The danger of debt occurs when you start using high-cost loans or credit cards to bridge the gap between what you want and what you can afford.”
To avoid these pitfalls, it is important to strike a balance between emotional satisfaction and financial discipline. But instead of dismissing it as a fad, Girl Math can start a conversation about money management. It encourages thoughtful consideration of a purchase—whether it’s asking, “How often will I use this?” or “Can I resell it later?”
Vishal Dhawan’s advice is clear here, “As long as you are balanced in your approach, not taking on unnecessary debt, and not getting stuck, it works well. You don’t have to feel guilty about spending on your priorities. There is no need to do it.”
At the end of the day, whether the money is doing the math or not, you do what you want with your money.
Read more about Personal Finance by NDTV Profit.
