Study Highlights Hispanic Shopping Habits

A recent study by the NPD Group found that Hispanic Americans have unique shopping habits and make distinct purchases.

April 6, 2018

2 Min Read

Univision, NPD Group give insight into the unique shopping behaviors of Hispanic Americans.

A recent study by the NPD Group found that Hispanic Americans, particularly those who speak Spanish on a regular basis, have unique shopping habits and make distinct purchases.

The research was conducted as part of The Hispanic Shopping Activity Service, an alliance between The NPD Group and Univision Communications.

Hispanics spend roughly $170 billion a year in general merchandise, grocery and drug store channels, and represent 14 percent of all buying visits. Given the rapid increase in the U.S. Hispanic population (Hispanics accounted for more than half of U.S. population growth between 2010 and 2013), the impact of Hispanics on retail is certain to rise.

“We know that Hispanics tend to have larger households and that shopping is a family affair, and we know this has a significant impact on what they buy, how they buy and where they buy,” says Roberto Ruiz, executive vice president, strategy and insights, Univision Communications Inc. “We also know that the U.S. Hispanic population is growing rapidly, which makes understanding this consumer crucial to the long-term growth strategy for any retailer.”

Other findings include:

  • Bilingual Hispanics spend 20 percent of their dollars online, a higher percentage than that of all Americans (17 percent) and all non-Hispanics (16 percent).

  • The amount of money spent per online buying visit by bilingual Hispanics is $72 compared to the total market average of $68.

  • Shoppers who are Spanish-language dominant spend more per buying visit ($61) than non-Hispanics ($53).

  • When they make a purchase, Hispanics are more than two times as likely as non-Hispanics to put the following categories in their baskets: footwear, accessories, video games, sporting goods, music and software.

  • Hispanics are particularly important to jewelry, off-price and footwear specialty retailers, accounting for 25 percent or more of all buying visits in those channels.

  • Spanish-language dominant Hispanics spend $8 more per buying visit than non-Hispanics

“When bilingual and Spanish-language dominant consumers buy, they really buy,” says Marshal Cohen, chief industry analyst, the NPD Group. “Their shopping behaviors don’t conform to the patterns of other Americans, and it’s important for retailers and marketers to understand the differences.”

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