2025年西班牙裔假日消费与购物报告

August 2025 Background and Methodology Objective ▪To explore Hispanic consumer spending and shopping behaviors during key events and holiday seasons, focusing on how they areadapting to DEI cutbacks, rising costs due to tariffs, and related economic challenges. ▪This research will provide insights to guide brands on how to effectively connect with Hispanic consumers under changing marketconditions. Research Questions: Sections in the Deck •Are Hispanic consumers planning to spend less this year?•How should brands get their attention?•How have media consumption and shopping habits shifted?•What categories or services are they cutting back on?•Are they purchasing more online vs. offline?•How influential are social media andcontentcreators in their 1.Changes in Shopping and Media Habits2.Holiday Shopping3.Holiday Shopping Channel and Preferences4.Holiday Purchase Decision Factors5.Holiday Plans6. Recommendations forAdsmovil Methodology Target Audience ▪Hispanics and non-Hispanics (includesWhites, Blacks, Asians, Other)▪23+ years of age ▪Online survey▪National Coverage▪Total Sample = 600✓Hispanics (n=300)✓Whites-Non-Hispanic-(n=300)✓N=100 per generation within Hispanics and non-Hispanics (Millennials, Gen X, Boomers), and FieldTiming▪July 2025 Key Findings KEY FINDINGS •Family-Oriented Households:Hispanics, especially Millennials and Gen X, are more likely to have children under 18, leadingto larger •Everyday Spending Adjustments:Most consumers, particularly 76% of Hispanics versus 68% of Non-Hispanics, have adjusted theirspending habits this year. Choosing home cooking over dining out and opting for budget-friendly alternatives, including lower-cost •Media Habit Changes:Stronger shift among Hispanics, particularly bilingual and Spanish-dominant consumers, towards free streamingand social media. Millennials lead in changing media habits. •Holiday Shopping:Christmas, Thanksgiving, and New Year’s Eve are widely celebrated holidays, with high participation among bothHispanics and Non-Hispanics.Holiday shopping peaks in November before Black Friday, with a notable share of shoppers starting by •Holiday Spending Budgets:Hispanics plan to spend more on holiday gifts on average ($702) compared to non-Hispanics ($616), withbilingual and Gen X shoppers showing the highest-spending households. •Preferred Shopping Channels:E-commerceOnline retailers (Amazon,Temu,ebay, Shein) and retailers with Online stores like Walmartand Target dominate holiday purchases, with younger Hispanics leaning more heavily toward online shopping. Slight preferencefor •Decision Drivers and Promotions:Price, quality, free shipping, and reward programs are the strongest motivators influencing holiday Changes in Shopping &Media Habits A large majority report a change in everyday spending since the beginning of the year, with Hispanics (76%)significantly more likely than Non-Hispanics (68%) to report changes. •Among Hispanics, bilingual respondents are the most likely to report a change in spending, followed closely by Spanish-dominantrespondents. English-dominant Hispanics are somewhat less likely (70%).•Millennials and Gen X, both Hispanic and Non-Hispanic, are consistently more likely to report spending changes compared to Boomers. Older Hispanics showthe highest spending stability, possibly due to fixed incomes, or established spending routines. Home cooking emerges as a key shift in shopping behavior, with over 6 in 10 Hispanics and more than half of Non-Hispanics preparing meals at home more often, while both groups cut back on eating out or delivery. •Consumers are focusing on essentials, with Hispanics and Non-Hispanics most often cutting back on non-essential purchases.•Hispanics adopt stronger budget-friendly strategies, more often choosing lower-cost alternatives, secondhand items, and avoidingcertain retailerscompared to Non-Hispanics. Home cooking and cutting back on non-essentials emerge as the top and most important shopping adjustmentsacross all ethnic groups, particularly among English-dominant Hispanics and Non-Hispanic Boomers. •Onaverage 50% of all groups report reducing eating out or delivery, reflecting a broad shift toward cost-saving food habits.•Switching to lower-cost alternatives is slightly more prevalent among Hispanics than Non-Hispanics.•Overall, changes in shopping behavior are more noticeable among English-dominant Hispanics. How has your everyday shopping behavior changed? Select all that apply. Hispanics are more likely than Non-Hispanics to report changes in their media habits. Bilingual Hispanics andSpanish-dominant Hispanics report stronger changes than English-dominant Hispanics, suggesting that Spanish-language or bilingual media channels are evolving faster or that these groups are engaging more with new •Millennials are significantly more likely than Gen X and Boomers to report changes, indicating a generational divide, with younger audiences adopting new mediabehaviors more r