The unstoppable rise of American Latinos as a key economic force is significantly intertwined with seasonal marketing strategies.

Over the past decade, this community has emerged as the fastest growing portion of the US GDP, with a cumulative market of $1 trillion in 2021 and an annual growth rate of 6%.

However, despite their impressive purchasing power, marketing spending directed at Latinos does not fully reflect their needs and preferences. Latino consumers express significant dissatisfaction with the products offered, spanning various categories, from food to financial services.

An estimate from McKinsey highlights that the Latino consumer base has more than $100 billion in unmet needs, and this number could significantly increase to $660 billion by addressing parity gaps. This scenario creates a strategic opportunity for brands looking to take advantage of seasonal marketing.

In the context of seasonal marketing, brands can capitalize on the holidays to address these dissatisfactions, offering improved products and solutions that resonate with the Latino community.

This approach not only drives customer loyalty but also unlocks significant revenue potential, with up to $109 billion at stake when considering both current spending and future potential.

Seasonal marketing presents itself as an ideal platform for brands to more authentically connect with Latino consumers, understand their specific needs and offer experiences that not only celebrate the season, but also satisfy the unmet demands of this community in growth.

Christmas shopping a stressful activity for American consumers

A recent Gallup and Shopify poll reveals that about 49% of American shoppers are postponing most of their holiday shopping until December, with men being the most likely to do so.

The survey, which included almost 1,900 participants, indicates that 91% plan to make at least some purchases in December, while only 8% anticipated and made them in late November.

Shoppers over 65 are the most likely to finish their purchases in December, while younger shoppers (under 50) generally wait for bonuses or additional income to purchase gifts in December.

Additionally, men are more likely to procrastinate on holiday shopping, with 21% waiting until December and 20% citing “procrastination” as a reason.

The founder of a salon in New York noted that men often arrive late to her store, especially during Christmas week. The survey highlights the general tendency to procrastinate on holiday shopping and suggests that gift cards are a popular last-minute option.

A masterclass in how seasonal marketing can create timeless success.

Since its release in 1994, Mariah Carey’s “All I Want for Christmas Is You” has become an annual phenomenon that dominates the charts during the holiday season. This modern classic has proven to be a powerful marketing tool, and here’s why:

• Expert Backing: Renowned specialists and Billboard magazine have praised the song as a Christmas milestone, describing it as an integral part of the Christmas story.
• Massive Success: The song has broken streaming records on platforms such as Spotify, being played more than 17.2 million times in a single day on Christmas Eve 2020. Its popularity places it among the best Christmas songs of all time.
• Ambiguous Lyrics: The ambiguity of the lyrics contributes to its overall appeal. With verses that can be interpreted both as an expression of love to one’s partner or to an ex-partner, the song becomes universally resonant.
• Incorporation of Christmas Elements: The inclusion of classic Christmas elements, such as the Christmas tree, gifts, Santa Claus and more, makes the song perfect for the holiday season, connecting with the audience through familiar symbols.
• Impressive monetary value: Estimates suggest that earnings from streams could exceed $100 million. In 2021, figures indicated that the song generated around $1.36 million in that year alone, demonstrating its lasting financial impact.

How brands can take advantage of the holidays to connect with the public and boost their sales

In recent years, marketers have recognized the importance of adapting their communication efforts to specific demographic groups, such as Latinos, strategically taking advantage of the different festivities including the Christmas season to improve their positioning and boost sales among the Latino public.

Brands have used platforms like Instagram and Facebook to engage with Latino consumers, using hashtags and interactive campaigns to encourage engagement and build community.

Inclusive advertising has strengthened the connection with the multicultural fabric of the US, improving identification with the audience. Bilingual strategies, both in social networks and in web content, have given recognition to the linguistic diversity of the Latin community.

Collaborations with influencers from the Latin community have proven to be authentic and effective, as has the brands’ participation in community initiatives, supporting cultural events and local organizations to build long-term relationships.

Key Strategies for Seasonal Advertising Campaigns

Seasonality, by influencing consumer behavior, generates new demands and requires a proactive response from companies. The creation of seasonal advertising campaigns is presented as crucial to position brands and increase sales.

Impact of Seasonality on Marketing: Seasonality is classified into moderate, bright and difficult levels based on its impact on sales. Factors such as the change of seasons, calendar events and social habits influence the formation of demand.

Opportunities and Key Questions: Seasonality offers opportunities to attract an audience, but advance planning is essential. Key questions include when to start, what content to use, and how long it will take to run the campaign.

Preparations and Seasonal Content: Campaign preparation should be proactive and planned in advance. Seasonal content highlights current customer needs, facilitates target audience segmentation, and allows you to test hypotheses.

Key Steps for a Seasonal Advertising Campaign:

Use of Various Advertising Tools: use all available channels, such as television, radio, outdoor and mobile advertising.