According to the 2020 US Census, the US Hispanic population stood at 62.1 million, recording a 23% growth from 2010 numbers.
In 2019, the US Hispanic population had $1.5 trillion in purchasing power. While this itself should encourage marketers to approach Hispanic consumers, the holiday season offers more reasons. With vaccinations on the rise, Hispanic households are eager to partake in rituals and traditions to keep their customs alive this holiday season.
Biculturalism is crucial for marketing messages since customers often describe themselves first in terms of their country of origin. Brands must take note and include cultural elements relevant to Hispanic consumers in their marketing strategies. Along with using Spanish words in their messages, brands must use social media to highlight cultural nuances and celebrate traditions.
[5 minute read]