OPINION- U.S. Hispanic Holiday Shopping Trends

The 2017 holiday shopping season is now behind us, but the drive to analyze holiday shopping trends is still underway. In order for brands to stay competitive, they need to understand their target audience’s path to purchase — how people make buying decisions and what influences the process.

For the past couple of years, SoapBoxSample has conducted research on holiday shopping habits. This year we segmented our study further to learn more about the fastest-growing consumer segment in the U.S. — Hispanics. In mid-December we asked Hispanic members of our panel, MySoapBox, about their holiday plans. Specifically, we wanted to know how they made their gift-giving decisions. Who were they planning to buy for, how would they get gift ideas, and where would they do their shopping (online or in store)?

We found some unique differences among the U.S. Hispanic population. Hispanics are more likely to be self-gifters (50% planned to purchase gifts for themselves compared to 37% of non-Hispanics). Another fact we uncovered is that Hispanics are figuring out what gifts to buy for others while they are browsing in stores (59% get their gift ideas this way compared to 43% of non-Hispanics.) You can download our holiday shopping infographic, with many more stats about Hispanic shopping trends, by visiting SoapBoxSample.

So what does this all mean? There are key differences in the way Hispanics engage with brands. For companies looking to expand in the Hispanic market, it’s important for them to understand key differences in Hispanic buying habits in order to reach them more effectively.

Infographics

By
Adriana Hemans, Director of Marketing, SoapBoxSample,
ahemans@soapboxsample.com, LinkedIn

Michael Halberstam, Chairman, Interviewing Service of America,
halberstam@isacorp.com, LinkedIn