2025年西班牙裔假日购物报告_51页_1mb

Summary of Hispanic Holiday Spending & Shopping Report (August 2025)

Core Content

This report explores the shopping and spending behaviors of Hispanic and non-Hispanic consumers during key holiday events, with a focus on how they are adapting to economic challenges such as DEI cutbacks and rising costs due to tariffs. It provides insights to help brands better understand and connect with Hispanic consumers in a shifting market.

Main Points

• Consumer Spending Adjustments: A large majority of both Hispanic and non-Hispanic consumers have adjusted their spending habits this year. Hispanics (76%) are more likely than non-Hispanics (68%) to do so, with a stronger focus on budget-friendly strategies, home cooking, and cutting back on non-essential items.
• Media Consumption Shifts: Hispanics, especially bilingual and Spanish-dominant consumers, show a stronger shift toward free streaming platforms and social media. Millennials are the most active in changing media habits, while Boomers remain stable with traditional media.
• Holiday Celebrations: Christmas, Thanksgiving, and New Year’s Eve are widely celebrated by both groups. Hispanics show a stronger engagement with cultural traditions like Día de Muertos, Las Posadas, and Three Kings’ Day.
• Holiday Shopping Timing: Holiday shopping peaks in November, with a notable number of shoppers starting as early as September. Bilingual Hispanics begin shopping earlier, with almost 30% starting in July. Last-minute shopping is rare, with only 6% planning to start in December or later.
• Holiday Spending Intent: Hispanics plan to spend more on holiday gifts on average ($702) than non-Hispanics ($616). Bilingual Hispanics and Gen X show the highest spending intent, while Boomers and Spanish-dominant Hispanics tend to spend less.
• Preferred Shopping Channels: Online retailers (Amazon, eBay, Temu) and large retailers (Walmart, Target) are the top choices for holiday shopping. Hispanics show a stronger preference for in-store shopping compared to online, while non-Hispanics are more evenly split.
• Decision Drivers: Price, quality, free shipping, and reward programs are the strongest motivators for holiday purchasing decisions, especially for Hispanics. Social media and content creators play a significant role in influencing Hispanic buying behavior.
• Payment Methods: Credit/debit cards are the most preferred payment method for both groups. Millennials and bilingual Hispanics are more likely to use BNPL (Buy Now, Pay Later) and BOPIS (Buy Online, Pick Up In Store) services.
• Device Usage: Smartphones are the primary device used for online holiday shopping, with 81% of Hispanics and 89% of Millennials using them. Tablets and laptops are secondary, while desktop usage is lower, especially among older consumers.

Key Findings

• Family-Oriented Shopping: Hispanics, particularly Millennials and Gen X, are more likely to have children and engage in family-oriented shopping.
• Cost-Saving Trends: Hispanics are more inclined to cut back on non-essential items and avoid certain retailers. They also show a stronger tendency to use free platforms and cancel paid streaming services.
• Media Engagement: Hispanics engage more with social media and free video content. Millennials lead in both media and shopping behavior changes.
• Holiday Gift Recipients: Both groups prioritize gifts for children and spouses/partners, with Hispanics buying for more people on average.
• Gift Types: Hispanics favor clothing and shoes, beauty, and jewelry, while gift cards are the top choice for both groups.

Recommendations for Adsmovil

• Target Bilingual and Gen X Audiences: These groups show the highest spending intent and are more likely to engage with online shopping and free platforms.
• Leverage Social Media and Streaming: Hispanics are heavily influenced by social media and content creators. Brands should invest in these channels for promotions and engagement.
• Offer Flexible Payment Options: BNPL and BOPIS are gaining popularity, especially among younger and bilingual consumers.
• Promote Early Holiday Campaigns: Since many shoppers start in September, early promotions can capture a significant share of the market.
• Highlight Cultural Relevance: Incorporate cultural traditions like Día de Muertos and Las Posadas in marketing to resonate with Hispanic consumers.
• Focus on Price and Quality: These are the primary decision factors, especially for Hispanics. Emphasizing value and quality can drive engagement and sales.

Summary Table

This summary highlights the evolving behaviors of Hispanic consumers and offers actionable insights for brands to adapt their strategies effectively.