As a Latino, family is very important to me. In the Latino culture we have learned to always share and to give to others. During the holidays – and especially Christmas – all the values a teachings we learned as kids are put to the test when buying presents for family and friends.
According to an article in Latin Post, the 55 million Hispanics in the U.S. are expected to impact larger seasonal trends this year and expected to see a shopping growth over the month of December. The article also states that Latino shoppers make up 13% of the 43% of the multicultural households that are expected to spend additional money this season. 30% of those Latino shoppers are expected to spend an average of $250 – $500 and 22% expected to spend $500 – $1,000. I am not surprised to see such numbers. They seem very accurate to me, as I have already met some of them: I have a family of seven plus significant others etc.
It looks like we did learn from our parents to share and give to others. Buying presents for others is something we enjoy doing. So the question is: How many brands out there reached out to the Latino community this holiday? My advice to advertisers is: don’t miss this high buying power group.
This post is also available in: Spanish
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