The United States is a diverse nation of consumers with different wants and needs, backgrounds, opinions, values, and expectations. However, not all voices are always clearly heard, often leading to decision-makers remaining ill-informed.
CivicScience’s robust privacy-centric polling platform, fueled by our media partnerships, enables Americans from all walks of life to be heard and informed. In this series, we’ll take a closer look at Hispanic and Latino American respondents, who represent 19% of the U.S. population.
Here are three key insights about U.S. Hispanic consumers regarding retail habits and how they compare to the non-Hispanic U.S. population.
1. Retailers That Win
Between brick-and-mortar and e-commerce, consumers have a significant number of retailer choices when it comes to shopping. A look at seven top U.S. retailers shows that Hispanic American consumers are most favorable to shopping on Amazon, although under-indexing in comparison to non-Hispanic adults. Hispanic Americans tend to be favorable to other retailers more than the non-Hispanic population, particularly Walmart, Macy’s, and Ikea.
Target leads over Walmart among superstores by a slim margin. When it comes to department stores, Macy’s has an edge over Kohl’s for Hispanic Americans, which is the inverse among non-Hispanic Americans.
2. Apparel Brands That Win
Which apparel brands lead among Hispanic Americans? A look at major brands within three categories of apparel – sports & athleisure, casual, and luxury – suggests Hispanic Americans tend to be more favorable to brands in general compared to non-Hispanic Americans.
Under Armour and Lululemon are both highly favorable sports and athleisure brands, leading over Nike. To note, Hispanic Americans are significantly more favorable to specialty retailer Lululemon than non-Hispanic consumers.
Among casual brands, Old Navy leads over Gap or H&M. And among luxury brands, Gucci (27%) has an edge over Armani and Prada for Hispanic Americans.
3. Additional Retail and Shopping Insights
Here are additional Hispanic American retail, shopping, and advertising trends from the CivicScience InsightStore:
- Just over one-third (34%) of Hispanic Americans say they have tried buy now, pay later (BNPL) services, such as Affirm or Afterpay. That’s well over the yearly average for non-Hispanic adults (22%). Fourteen percent intend to use a BNPL service, compared to 8% of non-Hispanic Americans.
- Hispanic American social media users are nearly twice as likely as non-Hispanic users to have made a product purchase due to a recommendation from a social media influencer or blogger in the past six months (20% compared to 11%).
- Hispanic Americans are more likely to pay attention to digital ads than non-Hispanic Americans. More than a quarter (26%) say ads on the internet are the most influential to what they choose to buy. However, social media recommendations and comments hold the number one spot (42%), similar to non-Hispanic consumers.