Vice President Kamala Harris’s strategy to win over female voters yielded fewer gains than expected, as women increasingly backed Donald Trump. White women supported Trump for the third consecutive cycle, and he improved his standing with Latina and young female voters, gaining 8 points with Latina women and 11 with young women compared to 2020, according to Edison Research and NBC News exit polls.
Despite Harris winning a majority of female voters, Trump’s economic messaging resonated with many. Republicans focused on financial concerns, positioning women as “financial gatekeepers,” while Democrats emphasized abortion rights, which, according to strategist Kristin Davison, risked “lumping all women together.”
Democratic strategist Jon Reinish noted that economic messaging fell short, especially as Biden’s administration appeared to dismiss concerns over rising costs. This affected Harris, who saw only a 7-point lead among women—down from Biden’s 12-point lead in 2020, per AP VoteCast.
Abortion remained significant, with exit polls showing it as the third-most important issue, but did not lead to stronger support for Harris. Trump voters in some states backed abortion rights ballot measures, indicating a rise in split-ticket voting, with voters choosing Republican candidates alongside state-level protections for abortion.
Gender dynamics also impacted the race. While women were somewhat motivated by electing the first female president, 4 in 10 women didn’t view this as an important factor, per AP VoteCast. The Harris campaign also struggled with men, as young men increasingly moved away from Democrats.
Both parties acknowledge this election reflects broader shifts, with more women voting for candidates based on issues beyond gender.
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