A few other stores in NY have done this before with less fanfare. A shop I worked at a long time ago would do something similar for a week every now and then.
The chick who runs it just pays the sales tax for female customers. It's a publicity stunt that works in her case. She'll definitely drum up more business.
What's important to note is that her point is correct. Women's products are statistically more expensive than men's stuff across the board for similar products.
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