Hispanic women shoppers are the ones marketers should keep an eye on, according to WSL/Strategic Retail's report, "How America Shops MegaTrends," for they are the most proactive shopper segment in terms of searching for deals across all channels. When compared to Caucasian and African American women shoppers, Hispanic women are more actively employing money-saving strategies via mobile devices, coupons, online searches, dollar stores and deep discount retailers, by about 10 percentage points.
It wasn't that long ago when marketers thought of Hispanic shoppers as an afterthought, so the research's finding that Hispanic women are leading the way is quite interesting and may call for a subtle reprioritization of how we market to them. Also, this data reminds us that, like when marketing to the general population, we can't lump Hispanic men and women together. Remember, the key to understanding this proactive group is understanding that while Latinas love to look great and care very much about the impressions they make, they are also very intent on saving their family money. And they aren't shy about finding good deals. To inspire and influence the future of shopping, keep Hispanic women shoppers in your sights.