Elasticity/Inelasticity of demand. Customer segmentation. If these women are smart they recognize that they have to customer segments - the guys that can no longer come no matter what (stuck at home, worried about COVID, left the city) and therefore won't be attracted by discounts (unless they're really deep) and another custom segment that is bored, horny and probably willing to pay a little more. Women can raise prices and still get the latter. Reducing prices won't help them bring the former customers back.