2025年西班牙裔假日购物报告

HispanicHoliday

Spending&

ShoppingReport

August2025

2

BackgroundandMethodology

Objective

ToexploreHispanicconsumerspendingandshoppingbehaviorsduringkeyeventsandholidayseasons,focusingonhowtheyareadaptingtoDEIcutbacks,risingcostsduetotariffs,andrelatedeconomicchallenges.

ThisresearchwillprovideinsightstoguidebrandsonhowtoeffectivelyconnectwithHispanicconsumersunderchangingmarketconditions.

ResearchQuestions:

SectionsintheDeck

•AreHispanicconsumersplanningtospendlessthisyear?

1.ChangesinShoppingandMediaHabits

•Howshouldbrandsgettheirattention?

2.HolidayShopping

•Howhavemediaconsumptionandshoppinghabitsshifted?

3.HolidayShoppingChannelandPreferences

•Whatcategoriesorservicesaretheycuttingbackon?

4.HolidayPurchaseDecisionFactors

•Aretheypurchasingmoreonlinevs.offline?

5.HolidayPlans

•Howinfluentialaresocialmediaandcontentcreatorsintheir

6.RecommendationsforAdsmovil

decision-makingprocess?

Methodology

Onlinesurvey

NationalCoverage

TotalSample=600

Hispanics(n=300)

Whites-Non-Hispanic-(n=300)

N=100pergenerationwithinHispanicsandnon-Hispanics(Millennials,GenX,Boomers),and

EthnicGroups.

TargetAudience

Hispanicsandnon-Hispanics(includesWhites,Blacks,Asians,Other)

23+yearsofage

FieldTiming

July2025

KeyFindings

3

KeyFindings

KEYFINDINGS

•Family-OrientedHouseholds:Hispanics,especiallyMillennialsandGenX,aremorelikelytohavechildrenunder18,leadingtolargerfamily-orientedshoppingpatterns.

•EverydaySpendingAdjustments:Mostconsumers,particularly76%ofHispanicsversus68%ofNon-Hispanics,haveadjustedtheirspendinghabitsthisyear.Choosinghomecookingoverdiningoutandoptingforbudget-friendlyalternatives,includinglower-costalternatives.

•MediaHabitChanges:StrongershiftamongHispanics,particularlybilingualandSpanish-dominantconsumers,towardsfreestreamingandsocialmedia.Millennialsleadinchangingmediahabits.

•HolidayShopping:Christmas,Thanksgiving,andNewYear’sEvearewidelycelebratedholidays,withhighparticipationamongbothHispanicsandNon-Hispanics.HolidayshoppingpeaksinNovemberbeforeBlackFriday,withanotableshareofshoppersstartingbySeptember,highlightingopportunitiesforearlypromotions.

•HolidaySpendingBudgets:Hispanicsplantospendmoreonholidaygiftsonaverage($702)comparedtonon-Hispanics($616),withbilingualandGenXshoppersshowingthehighest-spendinghouseholds.

•PreferredShoppingChannels:E-commerceOnlineretailers(Amazon,Temu,ebay,Shein)andretailerswithOnlinestoreslikeWalmartandTargetdominateholidaypurchases,withyoungerHispanicsleaningmoreheavilytowardonlineshopping.Slightpreferenceforonlineoverin-store,especiallyamongyoungerHispanics.

4

•DecisionDriversandPromotions:Price,quality,freeshipping,andrewardprogramsarethestrongestmotivatorsinfluencingholidaypurchasingdecisions,especiallyforHispanics.

•HolidayleisuretravelismorefrequentamongHispanicscomparedtoNon-Hispanics,highlightingastrongertraditionoftravelingforenjoymentduringfestiveperiods.

ChangesinShopping&

MediaHabits

5

Alargemajorityreportachangeineverydayspendingsincethebeginningoftheyear,withHispanics(76%)

significantlymorelikelythanNon-Hispanics(68%)toreportchanges.

•AmongHispanics,bilingualrespondentsarethemostlikelytoreportachangeinspending,followedcloselybySpanish-dominantrespondents.English-dominantHispanicsaresomewhatlesslikely(70%).

•MillennialsandGenX,bothHispanicandNon-Hispanic,areconsistentlymorelikelytoreportspendingchangescomparedtoBoomers.OlderHispanicsshowthehighestspendingstability,possiblyduetofixedincomes,orestablishedspendingroutines.

Hasyoureverydayspendingchangedsincethebeginningoftheyear?

Base:TotalSample

uYesuNoaNotsure

81%

81%H

81%H

78%

76%

B

G

28%

5%

68%70%67%

A

28%26%

19%15%17%15%

3%

4%4%

20%

4%

4%

4%

2%

BilingualEnglish

Dominant

Millennials

GenX39-54

Boomers

55+

HispanicsNon-HispanicsSpanish

Dominant

23-38

ETHNICITYLANGUAGEHISPANICS

(A)(B)(C)(D)(E)(F)(G)(H)

(n=300)(n=300)(n=100)(n=100)(n=100)(n=100)(n=100)(n=100)

6

Lettersindicateastatisticallysignificantdifferencebetweengroupsatthe95%

confidencelevel—meaningthedifferenceisrealandnotjustduetorandomchanceinsurveyresponses.

Homecookingemergesasakeyshiftinshoppingbehavior,withover6in10HispanicsandmorethanhalfofNon-

Hispanicspreparingmealsathomemoreoften,whilebothgroupscutbackoneatingoutordelivery.

•Consumersarefocusingonessentials,withHispanicsandNon-Hispanicsmostoftencuttingbackonnon-essentialpurchases.

•Hispanicsadoptstrongerbudget-friendlystrategies,moreoftenchoosinglower-costalternatives,secondhanditems,andavoidingcertainretailerscomparedtoNon-Hispanics.

Howhasyoureverydayshoppingbehaviorchanged?

Base:Havechangedtheirspending

Hispanics(A)

Non-Hispanics(B)

Cookingathomemoreoften

Buyingfewernon-essentialitems Cuttingbackoneatingoutordelivery Switchingtolower-costalternativesShoppingatdiscount/dollarstoresmoreoftenShoppinglessfrequentlyoverall

DelayinglargepurchasesUsingmorecouponsorcashbackapps

AvoidingcertainretailersorbrandsBuyingmoresecondhandorrefurbisheditems

Other(pleasespecify)

64%60%B

52%

51%B45%

44%

38%

38%

27%B

25%

1%

56%50%

Cookingathomemoreoften

52%41%

50%43%

41%

40%17%

Buyingfewernon-essentialitems Cuttingbackoneatingoutordelivery Switchingtolower-costalternativesShoppingatdiscount/dollarstoresmoreoftenShoppinglessfrequentlyoverall

DelayinglargepurchasesUsingmorecouponsorcashbackapps

17%2%

AvoidingcertainretailersorbrandsBuyingmoresecondhandorrefurbisheditems

Other(pleasespecify)

(n=229)(n=204)

7

Lettersindicateastatisticallysignificantdifferencebetweengroupsatthe95%

confidencelevel—meaningthedifferenceisrealandnotjustduetorandomchanceinsurveyresponses.

Homecookingandcuttingbackonnon-essentialsemergeasthetopandmostimportantshoppingadjustments

acrossallethnicgroups,particularlyamongEnglish-dominantHispanicsandNon-HispanicBoomers.

•Onaverage50%ofallgroupsreportreducingeatingoutordelivery,reflectingabroadshifttowardcost-savingfoodhabits.

•Switchingtolower-costalternativesisslightlymoreprevalentamongHispanicsthanNon-Hispanics.

•Overall,changesinshoppingbehavioraremorenoticeableamongEnglish-dominantHispanics.

Howhasyoureverydayshoppingbehaviorchanged?Selectallthatapply.

Base:Havechangedtheirspendingchanged

LANGUAGE-HISPANICS

AGE-HISPANICS

AGE–NON-HISPANICS

Spanish

dominant

Bilingual

English

dominant

Millennials

23-38

GenX

39-54

Boomers

55+

Millennials

23-38

GenX

39-54

Boomers

55+

(C)(D)(E)

(F)(G)(H)

(I)(J)(K)

Cookingathomemoreoften

63%56%74%D

63%64%64%

52%58%59%

Buyingfewernon-essentialitems

62%49%70%D

59%54%67%

43%43%66%IJ

Cuttingbackoneatingoutordelivery

53%38%67%D

51%51%55%

51%52%55%

Switchingtolower-costalternatives

47%46%60%

53%53%45%

39%43%41%

Shoppingatdiscount/dollarstoresmoreoften

45%47%44%

48%41%48%

46%49%53%

Delayinglargepurchases

42%D27%46%D

37%44%31%

42%44%34%

Shoppinglessfrequentlyoverall

38%36%60%CD

40%46%48%

40%42%47%

Avoidingcertainretailersorbrands

36%D21%24%

27%31%22%

25%13%14%

Usingmorecouponsorcashbackapps

29%41%43%

40%41%31%

39%43%38%

Buyingmoresecondhandorrefurbisheditems

21%28%26%

30%26%18%

19%18%14%

Other(pleasespecify)

0%2%0%

0%0%3%

1%1%3%

Base:

(n=78)(n=81)(n=70)

(n=81)(n=81)(n=67)

(n=67)(n=79)(n=58)

8

Lettersindicateastatisticallysignificantdifferencebetweengroupsatthe95%

confidencelevel—meaningthedifferenceisrealandnotjustduetorandomchanceinsurveyresponses.

HispanicsaremorelikelythanNon-Hispanicstoreportchangesintheirmediahabits.BilingualHispanicsand

Spanish-dominantHispanicsreportstrongerchangesthanEnglish-dominantHispanics,suggestingthatSpanish-languageorbilingualmediachannelsareevolvingfasterorthatthesegroupsareengagingmorewithnew

formats/platforms.

•MillennialsaresignificantlymorelikelythanGenXandBoomerstoreportchanges,indicatingagenerationaldivide,withyoungeraudiencesadoptingnewmediabehaviorsmorerapidly,likelydrivenbysocialmedia,streamingplatforms,andmobile-firstcontent.

•Boomersarelargelystableintheirhabits,relyingontraditionalchannels.

Haveyourmediahabitschangedatallinthepast6months?

Base:TotalSample

B

41%

32%

5%1%

40%38%

37%

4%

4%

6%

6%

51%45%

A

54%

40%

54%

Yes

E

57%

No

Notsure

CD

58%

64%H

H

51%

F

46%

G

58%

5%

3%

Hispanics

Non-Hispanics

Spanish

Dominant

Bilingual

English

Dominant

Millennials

23-38

GenX

39-54

Boomers

55+

(A)

(n=300)

ETHNICITY

(B)

(n=300)

(C)

(n=100)

LANGUAGE

(D)

(n=100)

(E)

(n=100)

(F)

(n=100)

HISPANICS

(G)

(n=100)

(H)

(n=100)

9

Lettersindicateastatisticallysignificantdifferencebetweengroupsatthe95%

confidencelevel—meaningthedifferenceisrealandnotjustduetorandomchanceinsurveyresponses.

Inthepast6months,bothHispanicsandNon-Hispanicsshowashifttowardcost-savingmediahabits,withincreased

useoffreeplatforms,higherengagementwithpodcastsandYouTube,moretimeonsocialmedia,andcancellationsof

paidstreamingservices.

•Hispanicsaremorelikelytocancelpaidservicesandseekalternatives,reflectingastrongercost-savingmindset.

•Engagementwithsocialmediaandfreevideocontentremainsstrong,indicatingthatwhilepaidservicesarecut,timespentonfreedigitalmediaisstableorincreasing.

Howhaveyourmediahabitschanged?

Base:Havechangedtheirmediahabitsinthepast6months

Usingmorefreeplatforms(eg,YouTube,PlutoTV)ListeningtomorepodcastsorYouTube Spendingmoretimeonsocialmedia CancelledastreamingsubscriptionSignedupforfree/low-coststreamingReducedscreentime

DowngradedorpausedservicesOther(pleasespecify)

Hispanics(A)

Non-Hispanics(B)

Usingmorefreeplatforms(eg,YouTube,PlutoTV)ListeningtomorepodcastsorYouTube Spendingmoretimeonsocialmedia CancelledastreamingsubscriptionSignedupforfree/low-coststreamingReducedscreentime

DowngradedorpausedservicesOther(pleasespecify)

63%

45%

40%

40%

34%

31%

28%1%

52%

45%41%

34%31%

34%24%

2%

(n=152)(n=119)

10

Lettersindicateastatisticallysignificantdifferencebetweengroupsatthe95%

confidencelevel—meaningthedifferenceisrealandnotjustduetorandomchanceinsurveyresponses.

11

Acrossallsegments,thebiggestchangeistheincreaseduseoffreeplatforms,reflectingastrongcost-saving

trend.

•Millennialsleadinstreamingcancellationsandhighpodcast/videoconsumption.

•GenXandEnglish-dominantconsumersshowthehighestsign-upsforfree/low-coststreaming.

•SocialmediaengagementisstrongestamongMillennialsandBilingualHispanicaudiences,whilesignificantlyloweramongBoomers,highlightingcleargenerationaldifferences.

Howhaveyourmediahabitschanged?

Base:Havetheirmediahabitschangedinthepast6months

LANGUAGE-HISPANICS

AGE-HISPANICS

AGE–NON-HISPANICS

Spanish

dominant

Bilingual

English

dominant

Millennials

23-38

GenX

39-54

Boomers

55+

Millennials

23-38

GenX

39-54

Boomers

55+

(C)(D)(E)

(F)(G)(H)

(I)(J)(K)

Usingmorefreeplatforms(eg,YouTube,

PlutoTV)

61%60%68%

61%65%62%

49%63%30%

ListeningtomorepodcastsorYouTube

44%40%54%

48%51%32%

38%50%45%

Cancelledastreamingsubscription

41%35%46%

45%35%38%

40%31%30%

Spendingmoretimeonsocialmedia

33%47%39%

44%43%30%

55%37%20%

Reducedscreentime

28%33%32%

33%25%35%

40%27%40%

Downgradedorpausedservices

24%28%34%

23%37%24%

26%25%20%

Signedupforfree/low-coststreaming

24%40%37%

27%41%35%

38%31%15%

Other(pleasespecify)

2%0%0%

0%0%3%

0%2%5%

Base:

(n=54)(n=57)(n=41)*

(n=64)(n=51)(n=37)*

(n=47)*(n=52)(n=20)*

*Caution:Basesizesmall

HolidayShopping

12

Christmas,Thanksgiving,andNewYear’sEvearewidelycelebratedholidays,withhighparticipationamongbothHispanics

andNon-Hispanics.Hispanicsshowstrongerengagementinculturaltraditions,particularlyChristmasEve/Nochebuena,DíadeMuertos,LasPosadas,andThreeKings’Day.

•Halloweenhasequalappealacrossbothgroups,representingasharedholidaythatbridgesculturaldifferences.

•LaborDayholdsmoresignificancewithinNon-Hispanichouseholds.

Whichofthefollowingholidaysdoyouplantocelebratelaterthisyear?

Base:TotalSample

Christmas

Thanksgiving

ChristmasEve(Nochebuena)

NewYear’sEve

Halloween

LaborDay

DiadeMuertos

ThreeKingsDay(DíadeReyes)

LasPosadas

Hannukah

Noneofthese

81%78%

79%76%

50%69%B

62%59%

53%53%

28%24%B23%B

37%A

Hispanics(A)(n=300)

8%

9%

Non-Hispanics(B)(n=300)

14%B

5%

5

4%

6%

Whichofthefollowingholidaysdoyouplantocelebratelaterthisyear?

Base:TotalSample

LANGUAGE-HISPANICS

AGE-HISPANICS

Spanish

dominant

Bilingual

English

dominant

Millennials

23-38

GenX

39-54

Boomers

55+

(C)(D)(E)

(F)(G)(H)

Christmas

82%81%80%

81%90%H72%

Thanksgiving

79%77%82%

74%87%F77%

ChristmasEve(Nochebuena)

78%E69%59%

70%71%65%

NewYear’sEve

56%68%63%

71%74%H42%

Halloween

46%61%C52%

62%67%H30%

ThreeKingsDay(DíadeReyes)

34%E27%E7%

27%23%18%

DiadeMuertos

27%E32%E13%

35%25%12%

LasPosadas

25%E14%E4%

20%14%9%

LaborDay

22%34%28%

31%33%H20%

Hannukah

5%7%3%

6%6%3%

Noneofthese

2%4%7%

1%0%12%FG

Base:

(n=100)(n=100)(n=100)

(n=100)(n=100)(n=100)

13

Lettersindicateastatisticallysignificantdifferencebetweengroupsatthe95%

confidencelevel—meaningthedifferenceisrealandnotjustduetorandomchanceinsurveyresponses.

Alreadystarted

June/July

August

September

October

November,beforeBlackFriday

BlackFriday(Dayafter…

HolidayshoppingpeaksinNovemberbeforeBlackFriday,withanotableshareofshoppersstartingbySeptember,

highlightingopportunitiesforearlypromotions.

•Last-minuteshoppingisrareasonly6%orfewerplantobeginshoppinginDecemberorlater,highlightingastrongpreferenceforcompletingshoppingearly.

•Bilingualsgettheearlieststartoverallwithalmost30%beginningtheirholidayshoppingbyJuly.

•Spanish-dominantHispanicsarethemostlikelytobeginshoppinginNovember,beforeBlackFriday.GenXcustomersarethemostlikelytohavestartedtheirholidayshoppingalready.withahigherincidenceinAugustcomparedtoothergenerations.

Whendoyouplantostartyourholidayshopping

Base:TotalSample

21%

CyberMonday

First2weeksofDecemberWithin2weeksofChristmasAfterChristmas

Notplanningtoshopforthe…

10%7%

8%

8%

10%

12%

12%

14%

14%

16%

8%

1%

2%

6%

4%

1%

1%

1%

0%

10%

12%

11%

thisyear,ifatall?

LANGUAGE-HISPANICS

AGE-HISPANICS

Spanish

dominant

Bilingual

English

dominant

Millennials

23-38

GenX

39-54

Boomers

55+

(C)(D)(E)

(F)(G)(H)

Alreadystarted

5%

17%C

10%

13%13%6%

June/July

3%

12%C

6%

8%7%6%

August

5%7%13%

8%13%H4%

September

15%8%12%

15%12%8%

October

16%16%10%

13%17%12%

November,beforeBlackFriday

29%DE17%16%

24%15%23%

BlackFriday(DayafterThanksgiving)

12%6%6%

8%6%10%

CyberMonday

1%2%1%

3%0%1%

First2weeksofDecember

6%4%8%

3%7%8%

Within2weeksofChristmas

2%1%1%

1%2%1%

AfterChristmas

0%2%1%

2%0%1%

Notplanningtoshopfortheholidays

6%8%16%C

2%8%20%FG

Base:

(n=100)(n=100)(n=100)

(n=100)(n=100)(n=100)

Hispanics(A)(n=300)

Non-Hispanics(B)

(n=300)

Whendoyouplantostartyourholidayshoppingthisyear,ifatall?

Base:TotalSample

14

Lettersindicateastatisticallysignificantdifferencebetweengroupsatthe95%

confidencelevel—meaningthedifferenceisrealandnotjustduetorandomchanceinsurveyresponses.

HispanicsplantospendmoreonholidaygiftscomparedtoNon-Hispanics.

•BothHispanicsandNon-Hispanicsshowcomparableintenttospendbetween$500and$999onholidaygifts,indicatingasharedmid-tierspendingpattern.

•Notably,Hispanicsleadinhigh-spendingcategories,withalargershareplanningtospend$1,000ormore(25%),whileNon-Hispanicsaremorelikelytospendunder$250.

Howmuchdoyouexpecttospendintotalonholidaygiftsthisyear?

Base:Planningtoshopfortheholidays

6%

5%

$2,000ormore

6%5%

AverageSpendingHispanics:$702

Non-Hispanics:$616

$1,500-$1,999

13%10%

$1,000-$1,499

$500-$999

$250-$499

$100-$249

Lessthan$100

23%

Hispanics(A)

(n=270)

Non-Hispanics(B)

(n=265)

23%

26%

21%

18%

25%A

9%

11%

15

Lettersindicateastatisticallysignificantdifferencebetweengroupsatthe95%

confidencelevel—meaningthedifferenceisrealandnotjustduetorandomchanceinsurveyresponses.

BilingualHispanicsandGenXleadintotalaverageholidayspending,showinghigherintentinmid-to-highbrackets

($500+)andthelargestshareofbigspenders($1,500+).

•Spanish-dominantandMillennialsconcentrateinmid-rangespending($250–$499),reflectingmoderatebutconsistentbudgetsforholidaygifts.

•BoomersandSpanish-dominantconsumerstendtospendless(<$250),drivingthelowestaveragespendamongallgroups.

Howmuchdoyouexpecttospendintotalonholidaygiftsthisyear?

Base:Hispanicsplanningtoshopfortheholidays

AverageSpending

$2,000ormore

$1,500-$1,999

$1,000-$1,499

$500-$999

$250-$499

$100-$249

Lessthan$100

$847

$622

$631

$824

$504

$749

%7%

7%

10%E

13%

11%

24%

21%

29%C

30%

29%

29%

23%

29%FG

14%13%

8%8%10%

20%

13%20%

11%8%7%

9%

8%

%

8%

4%

5%

24%

24%

26%

21%

16%

16%

10%

14%

13%

Bilingual

EnglishDominant

Millennials

23-38

GenX39-54

Boomers

55+

SpanishDominant

(C)(D)(E)(F)(G)(H)

16

(n=94)(n=92)(n=84)(n=98)(n=92)(n=80)

Lettersindicateastatisticallysignificantdifferencebetweengroupsatthe95%

confidencelevel—meaningthedifferenceisrealandnotjustduetorandomchanceinsurveyresponses.

AlargershareofHispanicsanticipatespendinglessthisyear.BothHispanicsandNon-Hispanicsshowequalintent

tospendmoreonholidaygiftscomparedtolastyear.NearlyhalfofNon-Hispanicsplantokeepspendinglevelsunchanged.

•OverhalfofHispanicsattributehigherholidayspendingtohavingmoremoneyavailable.Nearlyhalfofbothgroupsexpecttobuygiftsformorepeopleorchildrenthisyeardrivenbybetterdealsandoffers.

•Risingcostsandfinancialcautionarethetopreasonsforreducedholidayspending,particularlyamongHispanics.

•Non-Hispanicsmoreoftenattributecutbackstohavinglessdisposableincome.ReasonsForSpendingMore

Base:Planningtospendmoreonholidaygifts

Spendingvs.LastYear

Base:Planningtoshopfortheholidays

48%

43%

30%B

23%23%

22%

7%

4%

Same

Hispanics(A)

(n=270)

More

LessNotsureyet

Non-Hispanics(B)

(n=265)

Ihavemoretospendthisyear

Ihavemorepeople/childrentobuygiftsfor

I’mseeingbetterdealsandoffers

I’mmakingupforlastyear’slimitedspending

Other(pleasespecify)

Pricesarehigherthisyear

Iambeingmorecautiouswithmyfinances

Ihavelessdisposableincomethisyear

Focusingonotherfinancialpriorities

Don'twanttosupportbrandsorretailerswhoaren'tsupporting…

Other(pleasespecify)

56%

47%

49%45%

Hispanics(A)(n=61)

Non-Hispanics(B)(n=60)

48%43%

34%42%3%

2%

ReasonsForSpendingLess

Base:Planningtospendlessonholidaygifts

59%

70%

68%

53%

55%

40%

Hispanics(A)(n=82)

Non-Hispanics(B)(n=58)

38%

43%

9%

11%

0%

7%A

17

Q10.Doyouplantospendmore,less,orthesameonholidaygiftscomparedtolastyear?

Q10A.Whyareyouplanningtospendmoreonholidaygiftsthisyear?

Q10B.Whyareyouplanningtospendlessonholidaygiftsthisyear?

Respondentsaremostlikelytobuygiftsfor4–6people.Non-Hispanicsaremorelikelytobuyforfewerrecipients

whileHispanicstendtobuyforlargergroups.

•Childrenandspouses/partnersarethetopgiftrecipientsforbothgroups,withHispanicsbuyingmoreoftenforchildrenandpartners.

•Regardingthetypeofgifts,clothingandshoesleadamongHispanics,significantlyhigherthanNon-Hispanics,whileGiftcardsremainthetopchoiceoverall,withsimilarlevelsamongbothgroups.

•Beautyandjewelrygiftsaremorep