Women-Led Wednesday Returns For Fifth Year, Challenging the Mold For Conscious Consumerism

September 8, 2022

Wild Rye, founders of Women-Led Wednesday, partners with goodbuy, to empower women-led brands to join the movement.

Sun Valley, ID /SPORTSWIRE WOMEN/ – Women-Led Wednesday, the annual shopping holiday to support conscious consumerism in support of women-led brands, is proud to announce the fifth installment and renewed effort to empower and promote women-led business. This year, Wild Rye, founders of the initiative, welcomes Boise-based goodbuy on board as a supporting partner, a free, easy-to-use browser extension that intercepts online megaretailer shopping searches and diverts shoppers to the same products from over 185,000 small, values-aligned businesses. Together, Wild Rye and goodbuy are encouraging women-led brands nationwide to join the movement for this year’s Women Led Wednesday, which falls annually the Wednesday before Thanksgiving, this year on Nov. 23, 2022.

The fifth iteration of this growing holiday event is more important than ever in the wake of devastating news for women in 2022. From the war on constitutional rights, to the fact that only 2% of venture funds go to female founders, and the scarcity of women at the top among Fortune 500 companies, just 4.8% of CEOs—the statistics are alarming and part of the reason Wild Rye CEO and founder Cassie Abel started Women-Led Wednesday back in 2018. “The ultimate goal is a massive ripple effect,” said Abel. “If consumers make a point to shop women-led, then women-led businesses are more likely to succeed, which means more women at the top, more female role models and thus more opportunities for young up-and-coming women in business to soar to the top in the future.”

goodbuy was founded in 2021 by two working moms who struggled to find the items they needed from businesses they felt good about supporting. The browser extension brings visibility to female and minority-led businesses everywhere and allows consumers to put their hard earned dollars into the communities and brands they support. “With both goodbuy and Wild Rye being female-founded brands based out of Idaho, our goals couldn’t be more aligned when it comes to raising up other women in business,” said Cary Telander Fortin, goodbuy co-founder. “Joining forces and partnering on Women Led Wednesday means diverting spending away from mega-retailers and into the pockets of small, women-owned businesses.”

Currently, over 500 of brands are listed on the Women-Led Wednesday directory, and interested brands may apply to be included at any time, without cost, just the commitment to promote participation and help raise awareness. Although the holiday promotes extra savings on products from high quality brands on the day of, Women-Led Wednesday encourages people to shop women-led throughout the year, and continues to list such brands on the website’s robust brand directory on an ongoing basis for easy access.

Participating brands encompass consumer-product entities ranging from outdoors and active lifestyle gear and apparel such as Wild Rye and Title Nine, to artisan canned wine such as Maker.

For women-led businesses interested in joining the Women-Led Wednesday community, please visit https://womenledwednesday.com/join/

To shop Women-Led Wednesday brands, please visit

https://womenledwednesday.com/business-directory/ and download the goodbuy extension at https://www.trygoodbuy.com/

To learn more about Women-Led Wednesday, please visit https://womenledwednesday.com


Wild Rye Press Contact: Stef Walters | stef@outsidepr.com

goodbuy Press Contact: Catherine Pope | goodbuy@ellecomm.com

Women-Led Wednesday

Women-Led Wednesday is a nationwide campaign designed to encourage consumers to support women-led brands during the holiday shopping season and beyond. The fifth annual Women-Led Wednesday will take place on Wednesday, November 23, 2022. The campaign supports women—all self-identifying women brand leaders— entrepreneurs and those in leadership positions in efforts to create a more gender-balanced economic landscape. Our mission is simple: support women-led brands, create a gender balanced economy. Visit WomenLedWednesday.com for more information. @womenledwednesday


About Wild Rye

Founded in August 2016, Wild Rye™ brings beautiful and technical mountain apparel to all who identify as women, and aims to inspire confidence and get more women outside. Wild Rye apparel never compromises on fit, performance, and contemporary style and is committed to creating a welcoming and inclusive access point to the outdoors, cycling and snowsports, by building confidence and community, protecting the places we play. Wild Rye is proudly B-Corporation certified, Climate Neutral Certified, a member of 1% for the Planet and Wood River Trails Coalition Business, and a SheJumps partner. Wild Rye is a shape inclusive brand that celebrates all women, and is continually working to improve both brand and product experience for consumers. Wild Rye products are designed and tested in its Sun Valley, Idaho mountain home and are available in specialty retailers across the country and REI, Title Nine and more. Learn more at wild-rye.com. @wild_rye

About goodbuy

goodbuy is an easy to use and free shopping tool that connects values conscious shoppers with thousands of small businesses. Over 70% of all US online spending goes into the pockets of 15 mega retailers. goodbuy was founded by friends and now business partners Cara Oppenheimer and Cary Fortin in 2021 to change those statistics and create visibility for independent businesses. The idea stemmed from the pair’s desire to not only support small businesses, but to also find businesses that were in alignment with their values. However, the lack of time and resources always made it difficult to filter through the vast online shopping space. With over 20M products from 185K independent businesses, goodbuy is on a mission to make shopping feel good by making conscious shopping easier online. Learn more at trygoodbuy.com. @trygoodbuy