In a landscape marked by economic uncertainty and shifting political winds, U.S. consumer behavior is anything but predictable. Marketers and advertisers seeking growth opportunities must look beyond headline numbers and delve into the nuances of high-impact segments.
The Hispanic consumer segment is one of the most relevant for advertisers, given its size, growth trajectory, rising purchasing power, and relatively younger demographic.
The latest MRI Simmons report, “The State of Hispanic American Consumer 2025,” reveals four critical insights about Hispanic shoppers—each with significant implications for brands eager to connect, engage, and win loyalty in this dynamic market.
1. Hispanic Consumers Shop with Emotion
For Hispanic Americans, shopping isn’t just a means to an end, it’s an experience, often imbued with passion and emotion. The MRI Simmons report identifies “Impressionable Buyers” and “Free-Spirited Shoppers” as the two most significant Hispanic segments, both far more likely to view shopping as a joyful, expressive activity rather than a mere chore.
“Impressionable Buyers” are driven by celebrity endorsements, influencer recommendations, and the latest trends, while “Free-Spirited Shoppers” embrace impulse purchases and self-identify as spenders, not savers. “Retail Therapy Shoppers” seek relaxation in browsing, and even “Selective Buyers”, who do their research and prioritize natural, health-focused products, are guided by values beyond price alone.
Implications for Advertisers:
• Leverage Emotional Storytelling: Campaigns that tap into joy, excitement, and community, rather than purely transactional messaging, will resonate more deeply. Brands should consider ad creative that highlights shared experiences, family moments, and the thrill of discovery.
• Influencer Partnerships: With “Impressionable Buyers” valuing celebrity and influencer input, partnerships with trusted personalities (especially those who reflect Hispanic culture and values) can drive real impact.
• Create Experiences, Not Just Offers: Retail activations, pop-up shops, and interactive digital campaigns can transform shopping into an event. Consider ways to make the purchase journey fun, social, and memorable.
• Highlight Variety and Inclusion: Showcase diverse product lines, and celebrate Hispanic culture in marketing materials. Representation matters, and it should be visible across touchpoints.
2. Hispanic Consumers Are Trend Setters
More than half of Hispanic consumers describe themselves as “first to try” new products, styles, foods, and technology. But their influence doesn’t stop at personal adoption, they’re super-influencers, shaping opinions and trends across categories like healthy living, grocery shopping, fitness, entertainment, and mobile tech.
Implications for Advertisers:
• Early Access and Exclusive Drops: Position new products, limited editions, or beta experiences for early adoption within Hispanic communities. Use scarcity and “be the first” messaging to fuel excitement.
• Amplify Word of Mouth: Hispanic consumers’ role as influencers means their recommendations travel fast, especially on social platforms and within extended family and friend networks. Encourage user-generated content, reviews, and referrals with shareable campaigns.
• Spotlight Innovators: Feature Hispanic innovators, entrepreneurs, and trendsetters in your content. Co-creation with community leaders or crowdsourced product ideas can deepen engagement.
• Stay Ahead on Platforms: Hispanic consumers over-index in mobile and social media usage; brands must be present and active where trends originate (e.g., TikTok, Instagram, WhatsApp) and be quick to react to viral moments.
3. Discretionary Spending Is Up—And Varies by Region
Hispanic households now account for fourteen percent of all discretionary spending in the United States, a figure that’s up twenty percent from last year (from $224 billion in 2024 to $270 billion in 2025). That growth outpaces the overall U.S. rate and is especially pronounced in the South and West. For instance, in the West, Hispanics control twenty one percent of all non-essential spending; in Miami, over half (fifty nine percent) of the city’s $33.3 billion in discretionary dollars come from Hispanic households.
Implications for Advertisers:
• Geo-Targeted Campaigns: Tailor media buys and promotions to regions with higher Hispanic discretionary spend. Cities like Miami, Los Angeles, Houston, and others should be priorities for premium placements and localized creative.
• Localized Offers and Messaging: Beyond language, adapt campaigns to reflect regional culture, preferences, and buying patterns. For example, highlight local sports, music, or community events in Miami vs. Los Angeles.
• Promote Non-Essentials Creatively: With more dollars available for non-essential purchases, brands in categories like travel, entertainment, fashion, and tech should ramp up Hispanic-focused campaigns to surface aspirational products and experiences.
• Flexible Pricing and Promotions: Use regionally tailored discounts, offers, or loyalty programs to align with local economic realities and maximize conversion.
4. A Distinct Outlook: Personal Optimism vs. Economic Caution
Despite ongoing concerns about the U.S. economy, Hispanic consumers remain strikingly optimistic about their own financial futures. Nine in ten report a positive or neutral outlook on their personal finances, a figure that exceeds the national average. Yet, when it comes to the broader economy, optimism is more muted; just three in five Hispanics retain a positive or neutral view.
Implications for Advertisers:
• Empowerment Messaging: Lean into themes of perseverance, growth, and upward mobility. Campaigns that celebrate Hispanic consumers’ self-belief and hard work are likely to connect.
• Position Products as Investments: Framing purchases as investments in a better future for families, whether through education, health, or experiences, can resonate with optimistic, forward-looking consumers.
• Acknowledge Broader Concerns: Don’t ignore macroeconomic uncertainty. Consider offering value-oriented options, flexible payment plans, or guarantees to reassure shoppers who may be cautious about the overall economy.
• Financial Tools and Resources: Brands in banking, fintech, or consumer finance have a unique opportunity to support Hispanic consumers’ aspirations by providing tools, workshops, or educational content on building wealth and navigating uncertainty.
The Hispanic American consumer is passionate, influential, and increasingly central to the U.S. economy. For advertisers, the time for generic Total Market, one-size-fits-all campaigns is over. Success will come to those who recognize the diversity within the Hispanic market, respect its cultural vibrancy, and tailor strategies accordingly.
Brands that tap into emotion, celebrate trendsetters, adapt to regional differences, and empower consumers’ optimism will not only win Hispanic shoppers—they’ll shape the future of American commerce. In a world where every marketing dollar counts, few investments offer more upside than understanding and engaging the Hispanic consumer.