As the holiday season approaches, U.S. Hispanic consumers continue to play a growing and influential role in retail. Their shopping intentions and evolving preferences offer valuable insights for brands and retailers.
Below are key trends shaping how Hispanic Americans are expected to shop this season.
1) Higher Spending Intent, More Gift Purchases & Rising BNPL Usage
Many Hispanic consumers say they expect to spend more this year than last—not only due to higher prices, but because they intend to purchase more gifts. Flexible payment tools like Buy Now, Pay Later (BNPL) are also gaining traction, making it easier to spread out holiday budgets.
For marketers, this signals opportunity: larger baskets and increased conversion when flexible and accessible payment options are offered.
2) Strong In-Store Preference — Supported by Omnichannel
While online shopping continues to grow nationwide, Hispanic consumers show a strong preference for in-store purchasing. Many say less than half of their shopping will be done online, reflecting the continued importance of brick-and-mortar experiences.
Still, digital convenience matters: curbside pickup, expedited shipping, free delivery, and BNPL options can influence where they shop.
An omnichannel strategy that merges convenience with in-person experiences is key.
3) Quality Drives Loyalty
Hispanic holiday shoppers tend to be highly brand loyal, with many describing themselves as faithful to their preferred brands. Quality is the strongest driver of loyalty—outweighing deal-seeking or price alone.
Messaging that highlights craftsmanship, reliability, and long-term value may resonate more strongly than discount-heavy promotions.
4) Influenced by Community + Independent Research
Family, social networks, content creators, and influencers play a meaningful role in shaping purchase decisions—especially in categories such as apparel and electronics.
At the same time, Hispanic consumers are proactive researchers: many regularly seek out reviews and price-compare before purchasing.
Retailers should ensure they have strong online reviews, transparent comparisons, and culturally relevant influencer partnerships.
5) Balancing Emotional Pressure & Tradition
Despite increased financial stress or uncertainty, many Hispanic consumers still plan to spend more. Gift-giving remains deeply meaningful, tied to tradition, generosity, and shared celebration.
Brands that speak to emotional value—family, heritage, celebration, and connection—may be better positioned than those relying solely on promotional messaging.
What This Means for Brands & Marketers
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Start outreach early: Many Hispanic consumers shop steadily throughout the season.
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Offer flexible payments: BNPL and similar options can boost conversion.
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Highlight value + quality: Emphasize durability and trust.
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Build culturally relevant messaging: Social-first storytelling and influencer voices matter.
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Recognize cultural meaning: Holiday spending is emotional, not just transactional.
Understanding these dynamics can help retailers and brands better connect, deliver value, and build long-term loyalty among Hispanic shoppers—both during the holiday season and beyond.
Sources
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CivicScience — U.S. Hispanic consumer holiday shopping insights
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Circana — U.S. Hispanic consumer behavior & market trends
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eMarketer / Insider Intelligence — U.S. retail & holiday shopping outlook
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Pew Research Center — Hispanic consumer demographic and economic trends
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