Why Does The Latina Shopper Matter?
Who is the Latina Shopper?
As access to technology and the convenience of online consumerism changes the way we shop, it’s impossible to ignore the role Latinos play in setting trends and styles. From the clothing we wear to home goods, to the music we listen to, Latinos have a hand in it all. To kick off the New Year, we thought it fitting to highlight the role that Latinas (las mujeres) play in the retail industry.
Adrian Carrasquillo from NBC Latino wrote an interesting article about how Latinas are changing the face of America, and how multicultural marketing is influencing our every day purchases, decision-making, and trends—though many overlook the effect of Latinos. For the current general market, the Latina woman represents beauty, style and sensuality, but at the same time is a pillar of family values and a champion for her Hispanic heritage.
Brands that truly understand the buying power of both Latina shoppers and acculturated Hispanics are the ones that have succeeded in making an emotional connection with the demographic. (Keep in mind the constant evolution of the statistical projection of this group):
- 66 percent of Latinas own a smartphone. 39% use their mobile devices for online shopping.1
- 60 percent of Latinas consult mobile apps before going shopping. 2
- 80 percent of the time Latinas are the key decision-makers and influencers in a household. 3
- $1.4 trillion is the estimated buying power of Latina women for 2013.3