Televisa Publishing – Hispanic holiday spending habits.

Televisa Publishing’s analysis of BIGresearch’s October 2007 Consumer Intentions and Actions (CIA) study reconfirms that Hispanics are big Holiday spenders. According to the October CIA, Hispanics will be spending an average of $594.52 on gifts for the holidays, compared to $619.51 for the general market. Hispanics plan to purchase most of their holiday items at discount stores, followed by department stores, and clothing or accessories stores. Interesting to note, Hispanics are more likely than the general market to shop at department stores (61% vs. 58%), clothing or accessories stores (47% vs. 36%), and electronic stores (37% vs. 34%).

The most important factor in Hispanics’ decision to shop in a particular store this Holiday season is sales or price discounts, selection of merchandise, followed by every day prices.

Hispanics are also more likely to profit form holiday sales and buy gifts for themselves. Sixty five percent (65%) of Hispanics say they plan to take advantage of sales or price discounts during the holiday season to make additional, non-gift purchases, versus 56% for the general market. Also, when it comes to shopping online for the Holiday season, Hispanics are not far behind the general market. Forty one percent (41%) of Hispanics plan to purchase holiday gifts online versus forty four percent (44%) of the general market. This data confirms Hispanics’ affinity to the internet. Furthermore, the average Hispanic shopper plans to do more than a quarter
(26.7%) of their shopping online, compared to almost a third of all consumers (or Adults 18 plus) (30.2%).

“This confirms the power of Hispanic consumers. Not only do they have spending levels similar to that of general market, but most importantly they are unique in their shopping habits as they are more likely to buy in specialty stores, clothing and accessories stores, and electronic stores. They are niche shoppers. They are also catching up with the general market in terms of online shopping, further confirming the growing Hispanic online market,” says David Taggart, General Manager of Televisa Publishing.

“In addition to buying for family and friends, Hispanic shoppers plan to spend an additional $135 on purchases for themselves as retailers offer promotional discounts for the Holidays,” said Phil Rist, Executive Vice President of BIGresearch. “This is almost $30 more than the general market.”

To view charts CLICK above on ‘More Images’.