Ladies, Say Goodbye To The Pink Tax In California

What Is The Pink Tax?

The “pink tax” is gender-based pricing. It refers to any equivalent product sold by stores which are priced higher for women than they are for men.

A New Law Has Been Passed

The new law, AB-1287, was signed on September 27, 2023, by Gov. Newsom and will go into effect by January 1, 2023. The new law will prohibit marketing and sales of similar goods based on gender.

Under the new law, “[a] person, firm, partnership, company, corporation, or business shall not charge a different price for any two goods that are substantially similar if those goods are priced differently based on the gender of the individuals for whom the goods are marketed and intended.” The law applies to any business acting in California, including, but not limited to, retailers, suppliers, manufacturers, and distributors, that sells “goods”—i.e., consumer products used, bought, or rendered primarily for personal, family, or household purposes.

Being A Woman Shouldn’t Cost More

Women pay on average $2,381 more each year for essential goods than men. How is that even possible?

Marketing plays a big factor in how goods are sold to women consumers. Usually, aisles aimed at women are brighter and have pink hues. The products are pink and have florals.

For example, you could have two of the same brand of razor. One is used by women and the other is used by men. However, because one of the razors is pink and the other is blue, the pink razor is priced higher. A whopping 13% higher in fact.

What To Expect In Stores

For starters, it’s about time!

Secondly, beginning January 1, 2023, it is illegal for stores to continue to gender-price products. Be an alert shopper the next time you pick up your essentials. Make sure your local stores comply with the new law. Fines for violation of the new law range from $10,000 to $100,000 per transaction.

California Is Not The Only State

California and New York City are the only two states in the United States that have banned the “pink tax.”

Women Should Be Treated Equal

Women should be treated equally in all spheres of life. This includes consumerism. As a consumer, you can make a difference in how you spend your money. Take a stand. Just because a product is priced with a tag does not mean it is the set price.

Elimination of the “pink tax” is one step closer to gender equality.

Happy shopping!