Understanding the Hispanic Consumer


National Retail Federation | March 2, 2021


The Hispanic population continues to grow in the United States, as does its influence on brand strategy. The fastest-growing consumer group makes up nearly one-fifth of the U.S. population. Below are some highlights from a study Univision conducted on retail behavior of Hispanic shoppers versus Non-Hispanic shoppers.


Hispanic consumers are more likely to engage in unique shopping activities, such as shopping online for the first time or buying from new vendors.


Categories such as pet care, home furnishings and décor, and apparel and accessories have driven Hispanics to first time online purchases.

Hispanic consumers are more open to DTC shopping in the future and they expect to do more than half of their shopping online after the pandemic, with a more permanent means of consumption than Non-Hispanic shoppers.


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