Women are fast becoming important, high-spending consumers in today’s markets.  Thus, it has become increasingly important to study their consumer behavior and purchasing decisions.  One key to understanding women’s purchasing decisions is to understand their mating psychology.  We review how women’s mating psychology and sexual strategies have evolved to encourage extra-pair mating and how their preferences and behaviors shift across the ovulatory cycle.  Special attention is paid to clothing preference and choice, which has recently been shown to be the most overt cue of ovulation.  However, the motivation for these clothing shifts remains unclear.  The two most compelling hypotheses for women’s motivations are a desire to appear attractive to a potential mate or a desire to out-compete same-sex rivals.  The current study uses a priming paradigm and simulated shopping program to examine if purchasing decisions are influenced by the desire to attract opposite-sex mates.