Highlighting Hispanic Holiday Shoppers

Nov 20, 12 Highlighting Hispanic Holiday Shoppers

This week, American consumers won’t just be loosening their belts after Thanksgiving dinner, they’ll be loosening their purse strings. Retailers continue to maximize Holiday spending—with many opening their doors on Thanksgiving night. Sears and Walmart will begin Black Friday door buster deals beginning at 8:00 p.m. (with additional deals at midnight) while Target and Toys “R” US open their doors at 9:00 p.m.

As the general market looks to get the best possible deals on this competitive shopping occasion, Hispanic shoppers are looking for the most satisfying (verse cheapest) purchases. Hispanic shoppers are making investments and spending money during the Holiday season, even if they have to spend a little more to get the quality item on their lists.

While Hispanics embrace Black Friday in-store shopping, the Internet will be a key point of purchase for many Hispanic shoppers this season. Compared to the general market, Hispanics over index on online electronics, apparel, shoes and appliance purchases and are predicted to spend $6.5 billion on online purchases alone.

This holiday seasons, marketers shouldn’t just stress their deals, but they should highlight their brand’s quality to gain the Hispanic consumer’s attention and business.

“Hispanics aren’t focusing on cheap deals during the Holidays,” said George L. San Jose, president and chief creative officer of The San Jose Group. “They’re buying gifts their loved ones will actually enjoy. So while other shopper’s might be fighting over the $12.00 fleece throw blankets for their relatives, you might find Hispanic shoppers making bigger purchases on items their friends and family will truly value… it’s about the heart.”

“Study Show Hispanic Shoppers Behavior Shifts by Season Unlike General Market Shoppers.” (September 13, 2012). PR Newswire. Date retrieved November 19, 2012. http://www.prnewswire.com/
“Hispanic Online Shopping is Up for Grabs this Holiday Season.” (November 7, 2012). Hispanic Online Marketing. Date retrieved November 19, 2012. http://www.hispaniconlinemarketing.com/2012/11/

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