Hispanic consumers account for 25 percent or more of all buying visits in the specialty footwear channel, reported The NPD Group. The global information firm partnered with Univision Communications, Inc. to dissect the shopping habits of Hispanic Americans, particularly those that speak Spanish on a regular basis.
Hispanics accounted for more than half of the US population growth from 2010 to 2013. As the Hispanic population increases, retailers must be aware of the impact they will have on business.
The Hispanic Shopping Activity Service report revealed that bilingual Hispanics spend 20 percent of their dollars online, three percent more than all Americans, and four percent more than all non-Hispanics. They spend more online too, on average $72 per online buying visit, compared to $68, the total market average.
Shoppers who live Spanish-language dominate households spend more per buying visit ($61) than non-Hispanics ($53). The study found that Hispanics are more than two times likely as non-Hispanics to put footwear in their baskets, as well.
“When bilingual and Spanish-language dominant consumers buy, they really buy,” said Marshal Cohen, chief industry analyst of 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.”