> **来源：[研报客](https://pc.yanbaoke.cn)** # Hispanic Holiday # Spending & # Shopping Report August 2025 adsmovil thinknow # Background and Methodology # Objective To explore Hispanic consumer spending and shopping behaviors during key events and holiday seasons, focusing on how they are adapting to DEI cutbacks, rising costs due to tariffs, and related economic challenges. This research will provide insights to guide brands on how to effectively connect with Hispanic consumers under changing market conditions. # Research Questions: - Are Hispanic consumers planning to spend less this year? How should brands get their attention? How have media consumption and shopping habits shifted? What categories or services are they cutting back on? Are they purchasing more online vs. offline? - How influential are social media and content creators in their decision-making process? # Sections in the Deck 1. Changes in Shopping and Media Habits 2.Holiday Shopping 3.Holiday Shopping Channel and Preferences 4.Holiday Purchase Decision Factors 5.Holiday Plans 6. Recommendations for Adsmovil # Methodology Online survey National Coverage Total Sample = 600 $\checkmark$ Hispanics (n=300) - Whites -Non-Hispanic- (n=300) ✓ N=100 per generation within Hispanics and non-Hispanics (Millennials, Gen X, Boomers), and Ethnic Groups. # Target Audience Hispanics and non-Hispanics (includes Whites, Blacks, Asians, Other) 23+ years of age # Field Timing July 2025 # Key Findings # Key Findings <table><tr><td colspan="2">KEY FINDINGS</td></tr><tr><td colspan="2">Family-Oriented Households: Hispanics, especially Millennials and Gen X, are more likely to have children under 18, leading to larger family-oriented shopping patterns. ➢</td></tr><tr><td colspan="2">Everyday Spending Adjustments: Most consumers, particularly 76% of Hispanics versus 68% of Non-Hispanics, have adjusted their spending habits this year. Choosing home cooking over dining out and opting for budget-friendly alternatives, including lower-cost alternatives. ➢</td></tr><tr><td colspan="2">Media Habit Changes: Stronger shift among Hispanics, particularly bilingual and Spanish-dominant consumers, towards free streaming and social media. Millennials lead in changing media habits. ➢</td></tr><tr><td colspan="2">Holiday Shopping: Christmas, Thanksgiving, and New Year's Eve are widely celebrated holidays, with high participation among both Hispanics and Non-Hispanics. Holiday shopping peaks in November before Black Friday, with a notable share of shoppers starting by September, highlighting opportunities for early promotions. ➢</td></tr><tr><td colspan="2">Holiday Spending Budgets: Hispanics plan to spend more on holiday gifts on average ($702) compared to non-Hispanics ($616), with bilingual and Gen X shoppers showing the highest-spending households. ➢</td></tr><tr><td colspan="2">Preferred Shopping Channels: E-commerce Online retailers (Amazon, Temu, ebay, Shein) and retailers with Online stores like Walmart and Target dominate holiday purchases, with younger Hispanics leaning more heavily toward online shopping. Slight preference for online over in-store, especially among younger Hispanics. ➢</td></tr><tr><td colspan="2">Decision Drivers and Promotions: Price, quality, free shipping, and reward programs are the strongest motivators influencing holiday purchasing decisions, especially for Hispanics. ➢</td></tr><tr><td colspan="2">Holiday leisure travel is more frequent among Hispanics compared to Non-Hispanics, highlighting a stronger tradition of traveling for enjoyment during festive periods. ➢</td></tr></table> # Changes in Shopping & Media Habits # A large majority report a change in everyday spending since the beginning of the year, with Hispanics (76%) significantly more likely than Non-Hispanics (68%) to report changes. - Among Hispanics, bilingual respondents are the most likely to report a change in spending, followed closely by Spanish-dominant respondents. English-dominant Hispanics are somewhat less likely (70%). - Millennials and Gen X, both Hispanic and Non-Hispanic, are consistently more likely to report spending changes compared to Boomers. Older Hispanics show the highest spending stability, possibly due to fixed incomes, or established spending routines. Has your everyday spending changed since the beginning of the year? Base: Total Sample # Home cooking emerges as a key shift in shopping behavior, with over 6 in 10 Hispanics and more than half of Non-Hispanics preparing meals at home more often, while both groups cut back on eating out or delivery. - Consumers are focusing on essentials, with Hispanics and Non-Hispanics most often cutting back on non-essential purchases. - Hispanics adopt stronger budget-friendly strategies, more often choosing lower-cost alternatives, secondhand items, and avoiding certain retailers compared to Non-Hispanics. # How has your everyday shopping behavior changed? # Base: Have changed their spending $(n = 229)$ $(n = 204)$ # Home cooking and cutting back on non-essentials emerge as the top and most important shopping adjustments across all ethnic groups, particularly among English-dominant Hispanics and Non-Hispanic Boomers. - On average $50\%$ of all groups report reducing eating out or delivery, reflecting a broad shift toward cost-saving food habits. - Switching to lower-cost alternatives is slightly more prevalent among Hispanics than Non-Hispanics. - Overall, changes in shopping behavior are more noticeable among English-dominant Hispanics. How has your everyday shopping behavior changed? Select all that apply. Base: Have changed their spending changed <table><tr><td rowspan="2"></td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td><td colspan="3">AGE - NON-HISPANICS</td></tr><tr><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td><td>(I)</td><td>(J)</td><td>(K)</td></tr><tr><td>Cooking at home more often</td><td>63%</td><td>56%</td><td>74%D</td><td>63%</td><td>64%</td><td>64%</td><td>52%</td><td>58%</td><td>59%</td></tr><tr><td>Buying fewer non-essential items</td><td>62%</td><td>49%</td><td>70%D</td><td>59%</td><td>54%</td><td>67%</td><td>43%</td><td>43%</td><td>66%IJ</td></tr><tr><td>Cutting back on eating out or delivery</td><td>53%</td><td>38%</td><td>67%D</td><td>51%</td><td>51%</td><td>55%</td><td>51%</td><td>52%</td><td>55%</td></tr><tr><td>Switching to lower-cost alternatives</td><td>47%</td><td>46%</td><td>60%</td><td>53%</td><td>53%</td><td>45%</td><td>39%</td><td>43%</td><td>41%</td></tr><tr><td>Shopping at discount/dollar stores more often</td><td>45%</td><td>47%</td><td>44%</td><td>48%</td><td>41%</td><td>48%</td><td>46%</td><td>49%</td><td>53%</td></tr><tr><td>Delaying large purchases</td><td>42%D</td><td>27%</td><td>46%D</td><td>37%</td><td>44%</td><td>31%</td><td>42%</td><td>44%</td><td>34%</td></tr><tr><td>Shopping less frequently overall</td><td>38%</td><td>36%</td><td>60%CD</td><td>40%</td><td>46%</td><td>48%</td><td>40%</td><td>42%</td><td>47%</td></tr><tr><td>Avoiding certain retailers or brands</td><td>36%D</td><td>21%</td><td>24%</td><td>27%</td><td>31%</td><td>22%</td><td>25%</td><td>13%</td><td>14%</td></tr><tr><td>Using more coupons or cashback apps</td><td>29%</td><td>41%</td><td>43%</td><td>40%</td><td>41%</td><td>31%</td><td>39%</td><td>43%</td><td>38%</td></tr><tr><td>Buying more secondhand or refurbished items</td><td>21%</td><td>28%</td><td>26%</td><td>30%</td><td>26%</td><td>18%</td><td>19%</td><td>18%</td><td>14%</td></tr><tr><td>Other (please specify)</td><td>0%</td><td>2%</td><td>0%</td><td>0%</td><td>0%</td><td>3%</td><td>1%</td><td>1%</td><td>3%</td></tr><tr><td>Base:</td><td>(n=78)</td><td>(n=81)</td><td>(n=70)</td><td>(n=81)</td><td>(n=81)</td><td>(n=67)</td><td>(n=67)</td><td>(n=79)</td><td>(n=58)</td></tr></table> # Hispanics are more likely than Non-Hispanics to report changes in their media habits. Bilingual Hispanics and Spanish-dominant Hispanics report stronger changes than English-dominant Hispanics, suggesting that Spanish-language or bilingual media channels are evolving faster or that these groups are engaging more with new formats/platforms. Millennials are significantly more likely than Gen X and Boomers to report changes, indicating a generational divide, with younger audiences adopting new media behaviors more rapidly, likely driven by social media, streaming platforms, and mobile-first content. - Boomers are largely stable in their habits, relying on traditional channels. Have your media habits changed at all in the past 6 months? Base: Total Sample In the past 6 months, both Hispanics and Non-Hispanics show a shift toward cost-saving media habits, with increased use of free platforms, higher engagement with podcasts and YouTube, more time on social media, and cancellations of paid streaming services. - Hispanics are more likely to cancel paid services and seek alternatives, reflecting a stronger cost-saving mindset. - Engagement with social media and free video content remains strong, indicating that while paid services are cut, time spent on free digital media is stable or increasing. # How have your media habits changed? Base: Have changed their media habits in the past 6 months $(n = 152)$ $(n = 119)$ # Across all segments, the biggest change is the increased use of free platforms, reflecting a strong cost-saving trend. Millennials lead in streaming cancellations and high podcast/video consumption. - Gen X and English-dominant consumers show the highest sign-ups for free/low-cost streaming. Social media engagement is strongest among Millennials and Bilingual Hispanic audiences, while significantly lower among Boomers, highlighting clear generational differences. How have your media habits changed? Base: Have their media habits changed in the past 6 months <table><tr><td rowspan="2"></td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td><td colspan="3">AGE - NON-HISPANICS</td></tr><tr><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td><td>(I)</td><td>(J)</td><td>(K)</td></tr><tr><td>Using more free platforms (e g, YouTube, Pluto TV)</td><td>61%</td><td>60%</td><td>68%</td><td>61%</td><td>65%</td><td>62%</td><td>49%</td><td>63%</td><td>30%</td></tr><tr><td>Listening to more podcasts or YouTube</td><td>44%</td><td>40%</td><td>54%</td><td>48%</td><td>51%</td><td>32%</td><td>38%</td><td>50%</td><td>45%</td></tr><tr><td>Cancelled a streaming subscription</td><td>41%</td><td>35%</td><td>46%</td><td>45%</td><td>35%</td><td>38%</td><td>40%</td><td>31%</td><td>30%</td></tr><tr><td>Spending more time on social media</td><td>33%</td><td>47%</td><td>39%</td><td>44%</td><td>43%</td><td>30%</td><td>55%</td><td>37%</td><td>20%</td></tr><tr><td>Reduced screen time</td><td>28%</td><td>33%</td><td>32%</td><td>33%</td><td>25%</td><td>35%</td><td>40%</td><td>27%</td><td>40%</td></tr><tr><td>Downgraded or paused services</td><td>24%</td><td>28%</td><td>34%</td><td>23%</td><td>37%</td><td>24%</td><td>26%</td><td>25%</td><td>20%</td></tr><tr><td>Signed up for free/low-cost streaming</td><td>24%</td><td>40%</td><td>37%</td><td>27%</td><td>41%</td><td>35%</td><td>38%</td><td>31%</td><td>15%</td></tr><tr><td>Other (please specify)</td><td>2%</td><td>0%</td><td>0%</td><td>0%</td><td>0%</td><td>3%</td><td>0%</td><td>2%</td><td>5%</td></tr><tr><td>Base:</td><td>(n=54)</td><td>(n=57)</td><td>(n=41)*</td><td>(n=64)</td><td>(n=51)</td><td>(n=37)*</td><td>(n=47)*</td><td>(n=52)</td><td>(n=20)*</td></tr></table> *Caution: Base size small # Holiday Shopping # Christmas, Thanksgiving, and New Year's Eve are widely celebrated holidays, with high participation among both Hispanics and Non-Hispanics. Hispanics show stronger engagement in cultural traditions, particularly Christmas Eve/Nochebuena, Día de Muertos, Las Posadas, and Three Kings' Day. - Halloween has equal appeal across both groups, representing a shared holiday that bridges cultural differences. Labor Day holds more significance within Non-Hispanic households. Which of the following holidays do you plan to celebrate later this year? Base: Total Sample Which of the following holidays do you plan to celebrate later this year? Base: Total Sample <table><tr><td rowspan="2"></td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td></tr><tr><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td></tr><tr><td>Christmas</td><td>82%</td><td>81%</td><td>80%</td><td>81%</td><td>90%H</td><td>72%</td></tr><tr><td>Thanksgiving</td><td>79%</td><td>77%</td><td>82%</td><td>74%</td><td>87%F</td><td>77%</td></tr><tr><td>Christmas Eve (Nochebuena)</td><td>78%E</td><td>69%</td><td>59%</td><td>70%</td><td>71%</td><td>65%</td></tr><tr><td>New Year's Eve</td><td>56%</td><td>68%</td><td>63%</td><td>71%</td><td>74%H</td><td>42%</td></tr><tr><td>Halloween</td><td>46%</td><td>61%C</td><td>52%</td><td>62%</td><td>67%H</td><td>30%</td></tr><tr><td>Three Kings Day (Día de Reyes)</td><td>34%E</td><td>27%E</td><td>7%</td><td>27%</td><td>23%</td><td>18%</td></tr><tr><td>Dia de Muertos</td><td>27%E</td><td>32%E</td><td>13%</td><td>35%</td><td>25%</td><td>12%</td></tr><tr><td>Las Posadas</td><td>25%E</td><td>14%E</td><td>4%</td><td>20%</td><td>14%</td><td>9%</td></tr><tr><td>Labor Day</td><td>22%</td><td>34%</td><td>28%</td><td>31%</td><td>33%H</td><td>20%</td></tr><tr><td>Hannukah</td><td>5%</td><td>7%</td><td>3%</td><td>6%</td><td>6%</td><td>3%</td></tr><tr><td>None of these</td><td>2%</td><td>4%</td><td>7%</td><td>1%</td><td>0%</td><td>12%FG</td></tr><tr><td>Base:</td><td>(n=100)</td><td>(n=100)</td><td>(n=100)</td><td>(n=100)</td><td>(n=100)</td><td>(n=100)</td></tr></table> # Holiday shopping peaks in November before Black Friday, with a notable share of shoppers starting by September, highlighting opportunities for early promotions. - Last-minute shopping is rare as only $6 \%$ or fewer plan to begin shopping in December or later, highlighting a strong preference for completing shopping early. Bilinguals get the earliest start overall with almost $30\%$ beginning their holiday shopping by July. - Spanish-dominant Hispanics are the most likely to begin shopping in November, before Black Friday. Gen X customers are the most likely to have started their holiday shopping already. with a higher incidence in August compared to other generations. When do you plan to start your holiday shopping this year, if at all? Base: Total Sample When do you plan to start your holiday shopping this year, if at all? Base: Total Sample <table><tr><td rowspan="2"></td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td></tr><tr><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td></tr><tr><td>Already started</td><td>5%</td><td>17%C</td><td>10%</td><td>13%</td><td>13%</td><td>6%</td></tr><tr><td>June/July</td><td>3%</td><td>12%C</td><td>6%</td><td>8%</td><td>7%</td><td>6%</td></tr><tr><td>August</td><td>5%</td><td>7%</td><td>13%</td><td>8%</td><td>13%H</td><td>4%</td></tr><tr><td>September</td><td>15%</td><td>8%</td><td>12%</td><td>15%</td><td>12%</td><td>8%</td></tr><tr><td>October</td><td>16%</td><td>16%</td><td>10%</td><td>13%</td><td>17%</td><td>12%</td></tr><tr><td>November, before Black Friday</td><td>29%DE</td><td>17%</td><td>16%</td><td>24%</td><td>15%</td><td>23%</td></tr><tr><td>Black Friday (Day after Thanksgiving)</td><td>12%</td><td>6%</td><td>6%</td><td>8%</td><td>6%</td><td>10%</td></tr><tr><td>Cyber Monday</td><td>1%</td><td>2%</td><td>1%</td><td>3%</td><td>0%</td><td>1%</td></tr><tr><td>First 2 weeks of December</td><td>6%</td><td>4%</td><td>8%</td><td>3%</td><td>7%</td><td>8%</td></tr><tr><td>Within 2 weeks of Christmas</td><td>2%</td><td>1%</td><td>1%</td><td>1%</td><td>2%</td><td>1%</td></tr><tr><td>After Christmas</td><td>0%</td><td>2%</td><td>1%</td><td>2%</td><td>0%</td><td>1%</td></tr><tr><td>Not planning to shop for the holidays</td><td>6%</td><td>8%</td><td>16%C</td><td>2%</td><td>8%</td><td>20%FG</td></tr><tr><td>Base:</td><td>(n=100)</td><td>(n=100)</td><td>(n=100)</td><td>(n=100)</td><td>(n=100)</td><td>(n=100)</td></tr></table> # Hispanics plan to spend more on holiday gifts compared to Non-Hispanics. - Both Hispanics and Non-Hispanics show comparable intent to spend between $500 and$ 999 on holiday gifts, indicating a shared mid-tier spending pattern. - Notably, Hispanics lead in high-spending categories, with a larger share planning to spend $1,000 or more (25%), while Non-Hispanics are more likely to spend under $250. How much do you expect to spend in total on holiday gifts this year? Base: Planning to shop for the holidays # Bilingual Hispanics and Gen X lead in total average holiday spending, showing higher intent in mid-to-high brackets \((\\) 500+)$ and the largest share of big spenders \((\\( 1,500+)\). - Spanish-dominant and Millennials concentrate in mid-range spending ( $250-$ 499), reflecting moderate but consistent budgets for holiday gifts. - Boomers and Spanish-dominant consumers tend to spend less (<$250), driving the lowest average spend among all groups. How much do you expect to spend in total on holiday gifts this year? Base: Hispanics planning to shop for the holidays # A larger share of Hispanics anticipate spending less this year. Both Hispanics and Non-Hispanics show equal intent to spend more on holiday gifts compared to last year. Nearly half of Non-Hispanics plan to keep spending levels unchanged. Over half of Hispanics attribute higher holiday spending to having more money available. Nearly half of both groups expect to buy gifts for more people or children this year driven by better deals and offers. - Rising costs and financial caution are the top reasons for reduced holiday spending, particularly among Hispanics. - Non-Hispanics more often attribute cutbacks to having less disposable income. Spending vs. Last Year Base: Planning to shop for the holidays Reasons For Spending More Base: Planning to spend more on holiday gifts Reasons For Spending Less Base: Planning to spend less on holiday gifts # Respondents are most likely to buy gifts for 4-6 people. Non-Hispanics are more likely to buy for fewer recipients while Hispanics tend to buy for larger groups. Children and spouses/partners are the top gift recipients for both groups, with Hispanics buying more often for children and partners. - Regarding the type of gifts, clothing and shoes lead among Hispanics, significantly higher than Non-Hispanics, while Gift cards remain the top choice overall, with similar levels among both groups. - Beauty and jewelry gifts are more prevalent among Hispanics. Base: Planning to shop for the holidays Average: 7 gifts Average: 6 gifts Number of People they Buy Gifts for Who They Shop for Base: Planning to shop for the holidays Types of Gifts Planned Base: Planning to shop for the holidays Q11.How many people do you typically buy gifts for? Q12. Who do you typically shop for? Q13. What types of gifts do you plan to buy this year? # Holiday Shopping Channel and Preferences # Online retailers (Amazon, eBay, Temu, etc.) and large retailers like Walmart or Target are the top choices for holiday gift shopping among both Hispanics and Non-Hispanics. - Hispanics are more likely than Non-Hispanics to shop at department and discount/dollar stores. - Local and specialty shopping has moderate appeal for both groups. # Where do you plan to shop for holiday gifts? Base: Planning to shop for the holidays # Online retailers (e.g., Amazon, eBay, Temu) remain the top shopping destination across all segments, particularly among Spanish-dominant, Bilingual and Millennials consumers. Large retail chains such as Walmart, Target, and Costco are the first preference among Bilinguals and Gen X shoppers. - Department stores remain a key choice, particularly favored by English-dominant households, Millennials, and Gen X consumers. Where do you plan to shop for holiday gifts? Base: Planning to shop for the holidays <table><tr><td rowspan="2"></td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td></tr><tr><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td></tr><tr><td>Larger retailers (e g , Walmart, Target, Costco)</td><td>65%</td><td>75%</td><td>63%</td><td>70%</td><td>74%H</td><td>58%</td></tr><tr><td>Online retailers (e g , Amazon, eBay, Temu, etc )</td><td>72%</td><td>70%</td><td>65%</td><td>74%</td><td>68%</td><td>64%</td></tr><tr><td>Department stores (e g , Macy's, Kohl's, JCPenney)</td><td>51%</td><td>53%</td><td>46%</td><td>54%H</td><td>57%H</td><td>39%</td></tr><tr><td>Discount or Dollar stores (e g , Dollar Tree, Five Below)</td><td>28%</td><td>37%</td><td>43%C</td><td>40%</td><td>36%</td><td>30%</td></tr><tr><td>Small / Local Businesses</td><td>22%</td><td>30%</td><td>25%</td><td>32%</td><td>26%</td><td>19%</td></tr><tr><td>Specialty shops / boutiques</td><td>19%</td><td>25%E</td><td>12%</td><td>23%H</td><td>21%</td><td>11%</td></tr><tr><td>Coffee shops (e g , Starbucks's, Coffee Bean)</td><td>12%</td><td>27%CE</td><td>14%</td><td>22%</td><td>18%</td><td>11%</td></tr><tr><td>Online marketplaces (e g , Etsy, Facebook Marketplace, etc )</td><td>18%</td><td>38%C</td><td>26%</td><td>35%H</td><td>35%H</td><td>10%</td></tr><tr><td>Other (please specify)</td><td>2%</td><td>0%</td><td>4%</td><td>0%</td><td>2%</td><td>4%</td></tr><tr><td>Base:</td><td>(n=94)</td><td>(n=92)</td><td>(n=84)</td><td>(n=98)</td><td>(n=92)</td><td>(n=80)</td></tr></table> # Hispanics show a stronger preference for spending at large retailers over online stores (39% vs. 29%), whereas Non-Hispanics are evenly split between the two channels (34% vs. 32%). - Department stores hold a stronger share among Hispanics. # Where do you plan to spend the most on holiday gifts? Base: Planning to shop for the holidays # Larger retailers lead overall, particularly among bilingual Hispanics and Gen X. Online retailers dominate among Spanish-dominant shoppers, significantly higher than bilingual respondents. - Department stores rank in third place, with spending levels relatively consistent across segments. Where do you plan to spend the most on holiday gifts? Base: Planning to shop for the holidays <table><tr><td rowspan="2"></td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td></tr><tr><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td></tr><tr><td>Larger retailers (e g, Walmart, Target, Costco)</td><td>35%</td><td>47%</td><td>36%</td><td>41%</td><td>46%H</td><td>30%</td></tr><tr><td>Online retailers (e g, Amazon, eBay, Temu, etc)</td><td>40%D</td><td>16%</td><td>31%D</td><td>31%</td><td>23%</td><td>35%</td></tr><tr><td>Department stores (e g, Macy's, Kohl's, JCPenney)</td><td>14%</td><td>18%</td><td>11%</td><td>13%</td><td>16%</td><td>14%</td></tr><tr><td>Discount or Dollar stores (e g, Dollar Tree, Five Below)</td><td>1%</td><td>5%</td><td>8%C</td><td>5%</td><td>3%</td><td>6%</td></tr><tr><td>Small / Local Businesses</td><td>5%</td><td>3%</td><td>4%</td><td>4%</td><td>4%</td><td>4%</td></tr><tr><td>Specialty shops / boutiques</td><td>1%</td><td>7%</td><td>1%</td><td>3%</td><td>2%</td><td>4%</td></tr><tr><td>Coffee shops (e g, Starbucks, Coffee Bean)</td><td>0%</td><td>1%</td><td>1%</td><td>2%</td><td>0%</td><td>0%</td></tr><tr><td>Online marketplaces (e g, Etsy, Facebook Marketplace, etc)</td><td>1%</td><td>2%</td><td>5%</td><td>1%</td><td>3%</td><td>4%</td></tr><tr><td>Other</td><td>2%</td><td>0%</td><td>4%</td><td>0%</td><td>2%</td><td>4%</td></tr><tr><td>Base:</td><td>(n=94)</td><td>(n=92)</td><td>(n=84)</td><td>(n=98)</td><td>(n=92)</td><td>(n=80)</td></tr></table> # Hispanics expect greater change in holiday shopping habits this year, with a stronger shift toward online vs. in-store compared to last year. - Shift toward online shopping is stronger among Hispanics, with $47\%$ planning to shop more online vs. $39\%$ of Non-Hispanics. Non-Hispanics are more likely to keep the same shopping habits compared to last year. In-store growth is modest for both groups, with only $14\%$ of Hispanics and $9\%$ of Non-Hispanics expecting to shop more in physical stores. Thinking about in-store vs. online, how different will your holiday shopping be this year compared to last year? Base: Planning to shop for the holidays # Holiday shopping is evenly split across in-person and online channels, with a slight preference for online purchases. There are no major differences by ethnicity or language dominance. In-store remains relevant across all groups, showing that physical retail continues to play a strong role in holiday shopping. About what proportion of your holiday shopping will be done in-store versus online? Base: Planning to shop for the holidays # Smartphones are the main device used for online holiday shopping across all segments, especially among Hispanics (81%) and younger generations (Millennials 89%, Gen X 90%). - Tablets and laptops are secondary choices, with desktop usage being notably lower, particularly among English-dominant and older shoppers. What devices do you usually use to shop for holiday gifts online? Base: Shop for holiday gifts online # Credit/Debit cards remain the top payment method for holiday shopping, preferred by nearly $70 \%$ of both Hispanics and Non-Hispanics. - PayPal or other online platforms are mostly used by Non-Hispanics and Millennials. Cash is less used for holiday shopping. - Mobile payments and PayPal are gaining ground, especially among Millennials and bilingual shoppers. What payment method do you prefer for holiday shopping? Base: Planning to shop for the holidays Hispanics plan to use BNPL services more often than Non-Hispanics for holiday shopping. Younger generations are driving BNPL adoption, with nearly half of Millennials and Gen X planning to use these services compared to only $19 \%$ of Boomers. More than $40 \%$ of Bilingual Hispanics and Millennials have used Buy Online Pick Up In Store many times. Boomers are least likely to use BOPIS or Curbside Pickup. - Bilingual Hispanics are the most likely BNPL users. Bilingual Hispanics significantly outpace other groups in frequent use of BOPIS for holiday or school shopping. Do you plan to use a Buy Now, Pay Later service (e.g., Klarna, AfterPay) for holiday shopping? Base: Planning to shop for the holidays Have you ever used BOPIS (Buy Online Pick Up In Store) or curbside pickup for holiday shopping or school shopping? Base: Planning to shop for the holidays # Holiday Purchase Decision Factors # Price and quality are key factors influencing holiday shopping choices for both Hispanics and Non-Hispanics, with price cited by over half of all shoppers and quality particularly relevant for Hispanics. Offers are more influential among Hispanics, especially Spanish-dominant shoppers than among Non-Hispanics. - Advertising/Marketing has a stronger impact on Millennials. - Sustainability, DEI, and cultural relevance are less influential factors when it comes to choosing brands or stores. # When it comes to holiday shopping, what are the factors that have the greatest influence on your choice of brands or stores? Base: Planning to shop for the holidays <table><tr><td rowspan="2"></td><td colspan="2">ETHNICITY</td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td></tr><tr><td>Hispanics</td><td>Non-Hispanics</td><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td>(A)</td><td>(B)</td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td></tr><tr><td>Price</td><td>57%</td><td>60%</td><td>51%</td><td>58%</td><td>62%</td><td>52%</td><td>55%</td><td>64%</td></tr><tr><td>Quality</td><td>47%B</td><td>38%</td><td>50%</td><td>42%</td><td>49%</td><td>44%</td><td>52%</td><td>45%</td></tr><tr><td>Offers</td><td>27%B</td><td>20%</td><td>36%E</td><td>26%</td><td>18%</td><td>24%</td><td>24%</td><td>34%</td></tr><tr><td>Gifts people are asking for</td><td>27%</td><td>33%</td><td>27%</td><td>27%</td><td>26%</td><td>23%</td><td>27%</td><td>30%</td></tr><tr><td>Convenience</td><td>26%</td><td>24%</td><td>21%</td><td>26%</td><td>31%</td><td>22%</td><td>29%</td><td>26%</td></tr><tr><td>Brand reputation</td><td>19%</td><td>18%</td><td>23%</td><td>14%</td><td>19%</td><td>20%</td><td>13%</td><td>24%</td></tr><tr><td>Brand name</td><td>16%</td><td>14%</td><td>13%</td><td>16%</td><td>20%</td><td>16%</td><td>21%</td><td>11%</td></tr><tr><td>Recommendations</td><td>14%</td><td>11%</td><td>13%</td><td>13%</td><td>15%</td><td>12%</td><td>16%</td><td>13%</td></tr><tr><td>Advertising / Marketing</td><td>9%</td><td>5%</td><td>11%</td><td>10%</td><td>7%</td><td>16%GH</td><td>5%</td><td>5%</td></tr><tr><td>Innovation</td><td>8%</td><td>8%</td><td>10%</td><td>11%</td><td>4%</td><td>6%</td><td>13%</td><td>5%</td></tr><tr><td>Sustainability/ethical practices</td><td>6%</td><td>8%</td><td>4%</td><td>10%</td><td>4%</td><td>7%</td><td>9%H</td><td>1%</td></tr><tr><td>Support of DEI (Diversity, Equity, Inclusion)</td><td>5%</td><td>6%</td><td>4%</td><td>7%</td><td>5%</td><td>7%</td><td>3%</td><td>5%</td></tr><tr><td>Cultural relevance</td><td>4%</td><td>5%</td><td>5%</td><td>7%</td><td>1%</td><td>7%</td><td>4%</td><td>1%</td></tr><tr><td>None of the above</td><td>3%</td><td>4%</td><td>2%</td><td>3%</td><td>4%</td><td>3%</td><td>2%</td><td>4%</td></tr><tr><td>In-language communication</td><td>2%</td><td>5%</td><td>4%</td><td>2%</td><td>0%</td><td>5%G</td><td>0%</td><td>1%</td></tr><tr><td>Other (please specify)</td><td>0%</td><td>1%</td><td>0%</td><td>0%</td><td>0%</td><td>0%</td><td>0%</td><td>0%</td></tr><tr><td>Base:</td><td>(n=270)</td><td>(n=265)</td><td>(n=94)</td><td>(n=92)</td><td>(n=84)</td><td>(n=98)</td><td>(n=92)</td><td>(n=80)</td></tr></table> # Free shipping, discount or coupon codes, and reward programs are the strongest drivers of shopper attention across segments, with Hispanic consumers showing higher responsiveness to reward programs compared to Non-Hispanics. - Spanish-dominant consumers engage more with BOGO deals. Millennials are more motivated by urgency-driven promotions like limited-time deals and social contests. What kind of holiday shopping promotions catch your attention most? Base: Planning to shop for the holidays <table><tr><td rowspan="2"></td><td colspan="2">ETHNICITY</td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td></tr><tr><td>Hispanics</td><td>Non-Hispanics</td><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td>(A)</td><td>(B)</td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td></tr><tr><td>Free shipping</td><td>59%</td><td>52%</td><td>59%</td><td>62%</td><td>56%</td><td>59%</td><td>58%</td><td>60%</td></tr><tr><td>Discount or coupon codes</td><td>50%</td><td>46%</td><td>54%</td><td>43%</td><td>51%</td><td>48%</td><td>48%</td><td>54%</td></tr><tr><td>Reward programs</td><td>43%B</td><td>34%</td><td>39%</td><td>45%</td><td>46%</td><td>38%</td><td>49%</td><td>44%</td></tr><tr><td>Buy-one-get-one (BOGO) offers</td><td>43%</td><td>35%</td><td>49%D</td><td>34%</td><td>48%</td><td>42%</td><td>40%</td><td>49%</td></tr><tr><td>Limited-time deals</td><td>39%</td><td>34%</td><td>36%</td><td>48%</td><td>33%</td><td>50%GH</td><td>35%</td><td>31%</td></tr><tr><td>Gifts with purchase</td><td>39%</td><td>34%</td><td>40%</td><td>37%</td><td>40%</td><td>34%</td><td>40%</td><td>45%</td></tr><tr><td>Cashback offers</td><td>39%</td><td>34%</td><td>38%</td><td>39%</td><td>40%</td><td>36%</td><td>45%</td><td>38%</td></tr><tr><td>Social media contests/giveaways</td><td>16%</td><td>18%</td><td>9%</td><td>27%CE</td><td>11%</td><td>19%H</td><td>17%</td><td>9%</td></tr><tr><td>None of the above</td><td>4%</td><td>8%A</td><td>2%</td><td>3%</td><td>7%</td><td>5%</td><td>1%</td><td>6%</td></tr><tr><td>Other (please specify)</td><td>1%</td><td>0%</td><td>0%</td><td>0%</td><td>2%</td><td>0%</td><td>1%</td><td>1%</td></tr><tr><td>Base:</td><td>(n=270)</td><td>(n=265)</td><td>(n=94)</td><td>(n=92)</td><td>(n=84)</td><td>(n=98)</td><td>(n=92)</td><td>(n=80)</td></tr></table> # Over half of Hispanic shoppers rely on friends and family for ideas on what to buy and which promotions to seize, which is slightly higher than Non-Hispanics. Digital platforms fuel discovery as Amazon, Google search, and brand or retailer websites are top sources of inspiration when exploring holiday shopping deals. - Social and video channels are key sources of holiday shopping inspiration. Hispanics demonstrate stronger engagement than Non-Hispanics with YouTube, social media, and in-store displays, positioning these as high-impact touchpoints for holiday campaigns. Q23. Where do you usually get ideas or information about what to buy or which promotions to take advantage of for the holidays? $(n = 270)$ Base: Planning to shop for the holidays $(n = 265)$ # Amazon and Friends & Family remain the most common sources of holiday shopping inspiration, particularly strong among English-dominant Hispanics (60% from friends/family) and Boomers (54% on Amazon). Millennials are more likely to seek ideas on YouTube, social media, and AI tools, while Boomers show low engagement in these channels, relying more on Amazon and word of mouth. Bilingual Hispanics are more likely to use AI tools such as ChatGPT, with $23\%$ reporting adoption compared to lower usage among other language groups. - Gen X shows a stronger preference for Google search, friends & family, and in-store displays, blending digital and in-person sources during holiday shopping # Q23. Where do you usually get ideas or information about what to buy or which promotions to take advantage of for the holidays? Base: Planning to shop for the holidays <table><tr><td rowspan="2"></td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td></tr><tr><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td></tr><tr><td>Amazon</td><td>54%</td><td>54%</td><td>49%</td><td>57%</td><td>47%</td><td>54%</td></tr><tr><td>Google search</td><td>48%</td><td>52%</td><td>43%</td><td>45%</td><td>54%</td><td>44%</td></tr><tr><td>Friends or family</td><td>48%</td><td>51%</td><td>60%</td><td>50%</td><td>57%</td><td>51%</td></tr><tr><td>YouTube</td><td>43%</td><td>43%</td><td>35%</td><td>48%H</td><td>41%</td><td>30%</td></tr><tr><td>Social media (Instagram, TikTok, etc )</td><td>43%</td><td>45%</td><td>35%</td><td>48%H</td><td>46%H</td><td>26%</td></tr><tr><td>In-store display</td><td>40%</td><td>41%</td><td>40%</td><td>40%</td><td>49%H</td><td>33%</td></tr><tr><td>Brand or retailer websites</td><td>37%</td><td>26%</td><td>35%</td><td>35%</td><td>33%</td><td>30%</td></tr><tr><td>Influencer or creator content</td><td>14%</td><td>13%</td><td>11%</td><td>15%</td><td>15%</td><td>6%</td></tr><tr><td>ChatGPT or other AI tools</td><td>12%</td><td>23%CE</td><td>10%</td><td>19%H</td><td>17%H</td><td>6%</td></tr><tr><td>Other (please specify)</td><td>0%</td><td>0%</td><td>6%CD</td><td>0%</td><td>1%</td><td>5%</td></tr><tr><td>Base:</td><td>(n=94)</td><td>(n=92)</td><td>(n=84)</td><td>(n=98)</td><td>(n=92)</td><td>(n=80)</td></tr></table> # Coupons were the most frequently used tool for holiday shopping in past years, with similar usage among Hispanics and Non-Hispanics. Coupons are expected to be the most used tool this year, with similar intent among Hispanics and Non-Hispanics. - Apps with rewards were also a commonly used tool in past years, slightly higher among Hispanics. - Hispanics are more likely to say they will be using apps with rewards - QR codes were the least typical tool used for holiday shopping and fewer shoppers plan to use QR codes this year. - Hispanics are also more likely to indicate they will be using all of these tools, showing broader planned adoption this holiday season. In past years, do you typically use any of the following tools for holiday shopping? Base: Planning to shop for the holidays Will you be using any of these while holiday shopping this year? Base: Planning to shop for the holidays # Coupons remain the most commonly used tool in past years for holiday shopping among all Hispanic segments, especially Spanish-dominant shoppers and Millennials. This year, coupons and apps with rewards will be the most used tools for holiday shopping. - Apps with rewards show higher engagement among younger shoppers, both in past years and this year, particularly among Millennials and Gen X. - Use of QR codes has been relatively low and is expected to remain low, except among Bilingual Hispanics. In past years, do you typically use any of the following tools for holiday shopping? Base: Planning to shop for the holidays <table><tr><td rowspan="2"></td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td></tr><tr><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td></tr><tr><td>Coupons</td><td>49%E</td><td>36%</td><td>32%</td><td>48%</td><td>35%</td><td>34%</td></tr><tr><td>QR Codes</td><td>9%</td><td>17%</td><td>15%</td><td>16%</td><td>15%</td><td>9%</td></tr><tr><td>Apps with rewards</td><td>37%</td><td>33%</td><td>36%</td><td>44%H</td><td>38%H</td><td>21%</td></tr><tr><td>All of the above</td><td>19%</td><td>41%C</td><td>30%</td><td>27%</td><td>37%</td><td>26%</td></tr><tr><td>None of the above</td><td>21%</td><td>11%</td><td>19%</td><td>12%</td><td>9%</td><td>33%</td></tr><tr><td>Base:</td><td>(n=94)</td><td>(n=92)</td><td>(n=84)</td><td>(n=98)</td><td>(n=92)</td><td>(n=80)</td></tr></table> Will you be using any of these while holiday shopping this year? Base: Planning to shop for the holidays <table><tr><td rowspan="2"></td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td></tr><tr><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td></tr><tr><td>Coupons</td><td>48%</td><td>37%</td><td>36%</td><td>50%H</td><td>37%</td><td>33%</td></tr><tr><td>QR Codes</td><td>7%</td><td>17%CE</td><td>6%</td><td>10%</td><td>13%</td><td>8%</td></tr><tr><td>Apps with rewards</td><td>49%DE</td><td>33%</td><td>30%</td><td>41%H</td><td>46%H</td><td>24%</td></tr><tr><td>All of the above</td><td>24%</td><td>41%C</td><td>37%</td><td>34%</td><td>35%</td><td>34%</td></tr><tr><td>None of the above</td><td>12%</td><td>5%</td><td>15%D</td><td>4%</td><td>7%</td><td>24%</td></tr><tr><td>Base:</td><td>(n=94)</td><td>(n=92)</td><td>(n=84)</td><td>(n=98)</td><td>(n=92)</td><td>(n=80)</td></tr></table> Online marketplaces remain the primary shopping channel with Amazon leading as the main platform. Hispanics over-indexing (66%) compared to Non-Hispanics (56%). Retailers with online stores rank as a solid second choice, with Walmart capturing 18% of shoppers across both groups and showing broad, cross-segment appeal particularly strong among 39-54-year-olds (22%). Which online apps or platforms do you plan to use for holiday shopping, if any? (Open Ended) Base: Total Sample <table><tr><td rowspan="2"></td><td rowspan="2">Total</td><td colspan="2">ETHNICITY</td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td></tr><tr><td>Hispanics</td><td>Non-Hispanics</td><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td></td><td>(A)</td><td>(B)</td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td></tr><tr><td>E-Commerce/ Online Marketplace-NET</td><td>61%</td><td>66%B</td><td>56%</td><td>71%</td><td>65%</td><td>62%</td><td>70%</td><td>62%</td><td>67%</td></tr><tr><td>Amazon</td><td>57%</td><td>61%B</td><td>53%</td><td>62%</td><td>62%</td><td>60%</td><td>63%</td><td>57%</td><td>65%</td></tr><tr><td>eBay</td><td>8%</td><td>7%</td><td>8%</td><td>8%</td><td>11%</td><td>4%</td><td>10%</td><td>8%</td><td>4%</td></tr><tr><td>Temu</td><td>6%</td><td>8%</td><td>3%</td><td>11%</td><td>4%</td><td>8%</td><td>7%</td><td>9%</td><td>7%</td></tr><tr><td>Shein</td><td>3%</td><td>4%</td><td>1%</td><td>8%</td><td>4%</td><td>1%</td><td>9%</td><td>1%</td><td>2%</td></tr><tr><td>Retail with Online Store-NET</td><td>24%</td><td>22%</td><td>26%</td><td>20%</td><td>24%</td><td>22%</td><td>24%</td><td>24%</td><td>19%</td></tr><tr><td>Walmart</td><td>18%</td><td>18%</td><td>17%</td><td>17%</td><td>20%</td><td>16%</td><td>18%</td><td>22%</td><td>14%</td></tr><tr><td>Target</td><td>6%</td><td>4%</td><td>8%</td><td>5%</td><td>5%</td><td>2%</td><td>5%</td><td>8%</td><td>0%</td></tr><tr><td>Macy's</td><td>2%</td><td>3%</td><td>2%</td><td>3%</td><td>4%</td><td>1%</td><td>2%</td><td>2%</td><td>5%</td></tr><tr><td>Costco</td><td>1%</td><td>1%</td><td>1%</td><td>1%</td><td>1%</td><td>0%</td><td>1%</td><td>1%</td><td>0%</td></tr><tr><td>Social Media Platforms -NET</td><td>5%</td><td>6%</td><td>3%</td><td>5%</td><td>9%</td><td>5%</td><td>7%</td><td>8%</td><td>4%</td></tr><tr><td>TikTok</td><td>3%</td><td>4%</td><td>2%</td><td>3%</td><td>4%</td><td>5%</td><td>6%</td><td>5%</td><td>0%</td></tr><tr><td>Facebook/Marketplace</td><td>1%</td><td>2%</td><td>1%</td><td>1%</td><td>3%</td><td>1%</td><td>0%</td><td>2%</td><td>4%</td></tr><tr><td>Niche or Specialty Retailers -NET</td><td>5%</td><td>5%</td><td>5%</td><td>5%</td><td>5%</td><td>4%</td><td>3%</td><td>4%</td><td>7%</td></tr><tr><td>Etsy</td><td>5%</td><td>4%</td><td>5%</td><td>5%</td><td>4%</td><td>4%</td><td>2%</td><td>4%</td><td>7%</td></tr><tr><td>Coupon, Cash Back, Deal Apps -NET</td><td>1%</td><td>2%</td><td>1%</td><td>2%</td><td>1%</td><td>2%</td><td>1%</td><td>3%</td><td>1%</td></tr><tr><td>PayPal</td><td>2%</td><td>3%</td><td>2%</td><td>1%</td><td>3%</td><td>4%</td><td>2%</td><td>3%</td><td>2%</td></tr><tr><td>Honey</td><td>1%</td><td>1%</td><td>0%</td><td>1%</td><td>1%</td><td>1%</td><td>1%</td><td>2%</td><td>0%</td></tr><tr><td>Google Search Engine</td><td>2%</td><td>3%</td><td>1%</td><td>5%</td><td>3%</td><td>0%</td><td>1%</td><td>7%</td><td>1%</td></tr><tr><td>Resale Market Place-NET</td><td>1%</td><td>1%</td><td>0%</td><td>1%</td><td>0%</td><td>1%</td><td>0%</td><td>1%</td><td>1%</td></tr><tr><td>Logistics-NET</td><td>0%</td><td>0%</td><td>0%</td><td>0%</td><td>0%</td><td>1%</td><td>1%</td><td>0%</td><td>0%</td></tr><tr><td>Gaming Apps-NET</td><td>0%</td><td>0%</td><td>0%</td><td>0%</td><td>0%</td><td>1%</td><td>1%</td><td>0%</td><td>0%</td></tr><tr><td>Other/Non-Specific Mentions</td><td>24%</td><td>17%</td><td>30%A</td><td>16%</td><td>17%</td><td>18%</td><td>20%</td><td>12%</td><td>20%</td></tr><tr><td>Base:</td><td>600</td><td>(n=100)</td><td>(n=300)</td><td>(n=100)</td><td>(n=100)</td><td>(n=100)</td><td>(n=100)</td><td>(n=100)</td><td>(n=100)</td></tr></table> # More than $30\%$ of Hispanics prefer a mix of both languages for holiday promotions and in-store signage, with nearly half of Bilingual Hispanics and many Spanish-dominant individuals favoring bilingual communications. - Spanish-only promotions and signage resonate with Spanish-dominant consumers (40% and 36%, respectively), highlighting the importance of localized language strategies. # In what language do you prefer to receive holiday promotions? Base: Hispanics planning to shop for the holiday <table><tr><td rowspan="2"></td><td>ETHNICITY</td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td></tr><tr><td>Hispanics</td><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td>(A)</td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td></tr><tr><td>English</td><td></td><td>14%</td><td>43%C</td><td>98%CD</td><td>49%</td><td>49%</td><td>53%</td></tr><tr><td>Spanish</td><td>17%</td><td>40%DE</td><td>8%E</td><td>0%</td><td>16%</td><td>14%</td><td>20%</td></tr><tr><td>A mix of both</td><td>32%</td><td>44%E</td><td>49%E</td><td>1%</td><td>35%</td><td>37%</td><td>24%</td></tr><tr><td>No preference</td><td>1%</td><td>2%</td><td>0%</td><td>1%</td><td>0%</td><td>0%</td><td>4%</td></tr><tr><td></td><td>(n=270)</td><td>(n=94)</td><td>(n=92)</td><td>(n=84)</td><td>(n=98)</td><td>(n=92)</td><td>(n=80)</td></tr></table> # In what language do you prefer to see in-store signage? Base: Hispanics planning to shop for the holiday <table><tr><td rowspan="2"></td><td colspan="2">ETHNICITY</td><td colspan="3">LANGUAGE - HISPANICS</td><td colspan="3">AGE - HISPANICS</td></tr><tr><td colspan="2">Hispanics</td><td>Spanish dominant</td><td>Bilingual</td><td>English dominant</td><td>Millennials 23 - 38</td><td>Gen X 39 - 54</td><td>Boomers 55+</td></tr><tr><td></td><td colspan="2">(A)</td><td>(C)</td><td>(D)</td><td>(E)</td><td>(F)</td><td>(G)</td><td>(H)</td></tr><tr><td>English</td><td colspan="2">48%</td><td>15%</td><td>41%C</td><td>93%CD</td><td>46%</td><td>47%</td><td>53%</td></tr><tr><td>Spanish</td><td colspan="2">14%</td><td>36%DE</td><td>3%</td><td>0%</td><td>14%</td><td>12%</td><td>15%</td></tr><tr><td>A mix of both</td><td colspan="2">34%</td><td>41%E</td><td>52%E</td><td>6%</td><td>36%</td><td>37%</td><td>29%</td></tr><tr><td>No preference</td><td colspan="2">4%</td><td>7%E</td><td>3%</td><td>1%</td><td>4%</td><td>4%</td><td>4%</td></tr><tr><td></td><td colspan="2">(n=270)</td><td>(n=94)</td><td>(n=92)</td><td>(n=84)</td><td>(n=98)</td><td>(n=92)</td><td>(n=80)</td></tr></table> # Holiday Plans # Holiday leisure travel is more frequent among Hispanics compared to Non-Hispanics, highlighting a stronger tradition of traveling for enjoyment during festive periods. Spanish-dominant consumers stand out as the most likely to take holiday pleasure trips. Domestic travel dominates, with most consumers usually traveling within the U.S. during the holidays, peaking among English-dominant Hispanics. Millennials lead all generations in traveling for pleasure during the holidays. International travel is limited, but highest among Spanish-dominant and Boomers. - Combined domestic and international trips are more common among bilingual Hispanics and Gen X travelers, suggesting a mixed travel pattern in these groups. Do you typically travel for pleasure during the holidays? Base: Total Sample Is that travel typically...? Base: Travel for pleasure during the holidays # Partner/spouse and children are the primary travel companions, especially among Hispanics indicating holidays are largely family-oriented experiences. - Traveling with extended family and adult children is particularly important for bilingual respondents. - Traveling with friends or alone is more common among Non-Hispanics. Who do you usually travel with during the holidays? Base: Travel for pleasure during the holidays # Hispanics show slightly higher intent to travel for leisure than Non-Hispanics, with Spanish-dominant and Bilingual respondents being the most likely to travel this year. English-dominant Hispanics are less likely to travel for leisure during the holidays. Millennials lead in travel intentions, surpassing both Gen X and Boomers. Uncertainty about travel is more pronounced among Non-Hispanics and older generations. Will you be traveling for pleasure during the holidays this year? Base: Total Sample During Christmas staying home is the leading activity across all groups, with English-dominant most likely to stay in, compared to $61\%$ of Hispanics overall and $54\%$ of Non-Hispanics. Gatherings, either attending or hosting are central to celebrations, especially among Gen X Hispanics and Spanish-dominant households reinforcing strong family-oriented traditions. Millennials show higher interest in going out, younger Hispanics seek more social or entertainment-based holiday experiences outside the home. # Which of the following activities do you typically do on Christmas day?