Bigger than Valentine’s Day: How Hispanics lead with Emotional Intentionality

By Mike Black – Chief Growth Officer at Collage Group. 

14% of Hispanics say Valentine’s Day is the holiday they spend the most money on – nearly 2x the total population.

The question is … why?

Analyzing Collage Group’s Hispanic cultural attitudes insights data, 4 big traits stand out:

• Familismo (family-first orientation)
  89% say family is the most important thing in their life
• Generosity without expectation
  85% say they willingly give and share without expecting anything in return
• Emotional openness
  67% say they are comfortable opening up about emotions
• Pride in expressive affection

These values surface loudly during Valentine’s Day — but they don’t start or end there.

They are year-round guideposts for how Hispanic consumers connect, celebrate, give, and spend across moments that matter.

For Hispanics, gifting isn’t purely about romantic, 1:1 love.

Gifting is a way to express love to community, family, friends, which if tapped into = more consumption, more volume, more growth for hashtag#CPG brands who play in gifting occasions.

3 ways brands can capitalize on Hispanic emotional intentionality:

1. Pivot from “couples-only” marketing to inclusive, multigenerational messaging that celebrates appreciation for family, friends, and community.
2. Reflect cultural confidence by centering messaging around gifting and affirmations as a source of strength and pride.
3. Partner with Hispanic creators to provide shareable, replicable content that inspires new family festivities.

(70% of Hispanic Parents get inspiration for festive activities and special traditions on social media, vs. 67% of Total Parents)

Credit to Lauren Goldberg, Elizandra Granillo-Espinoza and Natalie Griffith
for these great insights.