Retailers Duke It Out for Hispanic Shoppers' Dollars
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As the Hispanic population shoots up and buying power increases, U.S. retailers are increasingly vying for this audience’s attention. Some have shifted more of their efforts to digital in light of how Hispanics consume media, while others have adopted creative strategies and added products aimed squarely at the market
U.S. Hispanic buying power is poised to hit $1.5 trillion this year — a 50% increase from 2010, according to Nielsen. “Retailers and manufacturers can’t afford to ignore multicultural consumers such as Hispanics,” said Eva Gonzalez, exec director-diverse consumer intelligence at Nielsen. “They are transforming the U.S. mainstream.”
Below is a snapshot of how retailers like J.C. Penney, Macy’s and Target are upping their efforts in order to better connect with the demographic.
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