“Girl Math” has swept TikTok, and it’s a candid display of the financial decision-making (and, in some cases, mental gymnastics) that seems innate to women. Basically, it’s the wrestling and rationalizing we do before a big purchase that we’re not sure is reasonable.

Now that this phenomenon has been named, it has become a concept. Here are some of the basic principles of Girl Math:

• Anything bought with a gift card or cash is free because it doesn’t appear on bank statements.
• If you return something, you’ve made money.
• Let’s say an item costs $50 and shipping is $20, but shipping is free if you spend $100. You spend the extra money, or you’ll be losing money.
• If you don’t spend money today, you have double the budget tomorrow.

There is even a segment on a New Zealand radio show where women call in with their large expenditures, and the host helps them justify their purchases.

Here’s a prime example from one such woman:

A woman bought a complete set of Egyptian sheets from BedThreads, an Australian linen company. The total price of the 7-piece set was $656, which is an astronomical price for bed sheets. However, the hosts break down the price to only $0.95 per night, and that’s only for a year! These sheets will last the caller so much longer than a year. It’s basically free!

How do all women seem to go through arduous mental math to feel like their purchases are worthwhile? Unfortunately, the answer is misogyny.

Women are seen as frivolous and thoughtless when it comes to spending. However, single men spend more money on average than single women. Women spend more money on clothes, personal care, and healthcare products than men, but men spend more on vehicles, food, dining/entertainment, and gear. Additionally, men are more likely to make impulse purchases than women. The most unfortunate statistic in this comparison is that men are likely to be more open to risk in their investment plan and more likely to have more money saved.

So, as a financial planner, how can you use Girl Math to support your women clients? First, see it for what it is: a way for women to feel like their financial decisions are necessary and sound. Women want to feel confident in their financial decisions. Then, think of what they wish to attain by completing this Girl Math: respect. You can provide both of those virtues in your work. Here are a couple of quick tips:

• Offer educational seminars, workshops, and resources tailored to women’s financial literacy.
• Explain financial concepts in a jargon-free language and ensure she comprehends the implications of her spending decisions.
• Help her create a comprehensive financial plan that aligns with her short-term and long-term goals.
• Address her concerns about risk and volatility in investments.

Overall, Girl Math is a fun way to connect with women about what goes on in our heads on a daily basis. However, it also gives insight into what women want regarding financial decision-making: respect and confidence. It doesn’t take a Girl Math genius to add that up.