The largest growth segment during Covid was female purchasers, influenced by the Taylor Swift hysteria.
Many of them have concluded playing 12s on an acoustic is not as easy as it looks. And now that they are back to office and out dating again, they may not have the time to practice, or the desire to have short fingernails to fret with.
We purchased my wife a Taylor, for six months I sat with her and showed her how to play chords. Progress was slow, she thought she’d be playing more like I do. I tried to explain I’m 20,000+ hours into this. There is no short cut to experience.