Hispanic Holiday Shoppers Are Adapting Faster Than the Market. Here Is What Brands Need to Know for 2025
Holiday 2025 is shaping up to be a year of early planning, tighter budgets, and strategic channel shifting, and Hispanic consumers are at the center of this transformation. A national survey of 600 adults, including 300 Hispanics and 300 Non-Hispanics, uncovers how economic pressures, DEI pullbacks, and rising household costs are reshaping holiday behavior across the country. The data reveals that Hispanic shoppers are changing behavior more quickly and more decisively than their Non-Hispanic peers, which creates both challenges and opportunities for brands trying to reach these high-value households.
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Everyday Spending Has Shifted, with Hispanics Feeling the Pressure More Intensely
Three out of four Hispanics say their everyday spending has changed since the start of the year. This is significantly higher than Non-Hispanics. Cost sensitivity is driving widespread behavior changes. More than six in ten Hispanics are cooking at home more often, cutting back on dining out, and choosing lower cost or secondhand alternatives. Budget adjustments are strongest among bilingual and Spanish dominant households, which are also the groups most likely to adopt new savings tactics and switch retailers.
Media Habits Are Moving to Free Platforms and Mobile
Over the past six months both Hispanics and Non-Hispanics have shifted toward free media, but Hispanics are leading the migration. Cancellations of paid streaming platforms are more common among Hispanic households, especially Millennials and bilingual respondents. YouTube, social media, and free video services show rising engagement. Millennials have the highest rate of switching, reinforcing that mobile first video first environments remain essential for effective holiday advertising.
Holiday Celebrations Remain Strong with Distinct Hispanic Traditions
Christmas, Thanksgiving, and New Year’s Eve remain universally celebrated, but Hispanic cultural traditions play a strong secondary role. Nochebuena, Día de Muertos, Las Posadas, and Three Kings’ Day show high participation among Hispanic respondents, which expands the holiday window for marketers seeking season-long engagement.
Hispanics Start Shopping Earlier and Plan to Spend More
Holiday shopping begins early for many Hispanics. Nearly 30 percent of bilingual consumers begin shopping by July and Spanish dominant shoppers peak in November before Black Friday. Gen X consumers are the most likely to start early across both ethnic groups.
Spending intent is another differentiator. Hispanics plan to spend an average of 702 dollars on gifts compared to 616 dollars among Non-Hispanics. Twenty five percent of Hispanics expect to spend 1,000 dollars or more. Larger households and buying for more children contribute to these higher totals.
Online Retailers Dominate but In-Store Remains Important
Amazon, Temu, eBay, Walmart, and Target continue to lead among all segments. Hispanics show a stronger mix of channels. They are more likely than Non-Hispanics to shop at department stores and discount stores, yet they also report a stronger shift toward online shopping compared to last year.
Smartphones are the primary device for holiday purchases across segments, especially among younger Hispanics. This indicates that frictionless mobile checkout is no longer optional. Buy Now Pay Later is also used at higher rates among Hispanics, particularly bilingual Millennials and Gen X.
Price and Quality Drive Decisions with Rewards Programs Rising
Price is the top influence for holiday shopping decisions, followed by product quality. Hispanics show higher responsiveness to offers and rewards programs. Free shipping, coupons, and loyalty benefits are the most effective promotional levers.
Discovery patterns also differ. Hispanic consumers rely more heavily on family and friends, YouTube, social media, and in-store displays for ideas. Millennials, especially bilingual Hispanics, are much more likely to use AI tools like ChatGPT when searching for gift inspiration.
Holiday Travel Is More Common Among Hispanics
Hispanics travel for pleasure during the holidays at higher rates than Non-Hispanics. Travel is largely domestic and family oriented. Millennials lead in travel intent, while Spanish dominant and bilingual consumers are the most likely among Hispanics to take trips
Cultural Identity Matters in Influencer Trust
Nearly 60 percent of bilingual Hispanics say the race or ethnicity of influencers is important when deciding whether to trust recommendations. Millennials show similar patterns. This contrasts sharply with English dominant Hispanics and Boomers, who place less weight on cultural identity. This signals that representation continues to matter, especially for younger bicultural audiences.
What This Means for Brands
Holiday 2025 consumer behavior is defined by early planning, value sensitivity, and digital discovery. To reach Hispanic households effectively during the Holiday season, brands should consider the following actions.
- Launch campaigns earlier in the year
A significant portion of Hispanic consumers begins shopping before September. Waiting for the traditional holiday window reduces visibility. - Lead with value, quality, and rewards
Offers, reward programs, and clear value propositions outperform higher level brand messaging. - Prioritize mobile first creative and content
Mobile shopping is dominant and growing. Fast load times and simplified checkout experiences are critical. - Invest in bilingual communication
More than 30 percent of Hispanics prefer bilingual promotions and signage. This rises sharply among bilingual and Spanish dominant households. - Use creators who reflect the audience
Representation improves trust among bilinguals and younger shoppers. Creator selection should map to cultural identity and language preference. - Keep physical retail visible
Despite online growth, in-store shopping remains relevant. In-store displays and signage serve as strong inspiration touchpoints.
Conclusion
The 2025 holiday season will likely reward brands that understand how quickly Hispanic consumers are adapting to economic pressures and evolving digital habits. Their stronger shift toward value seeking, earlier shopping timelines, high mobile engagement, and reliance on family, social platforms, and culturally aligned influencers creates a distinct path to purchase that is not mirrored in the broader market. These households are younger, larger, and more active across retail channels which positions them as a critical growth audience for retailers and advertisers. Brands that meet them with relevant language, compelling offers, and mobile friendly experiences will capture disproportionate share in a competitive season that begins earlier each year.
Download the full report here.