According to the Brand Keys Holiday Shopping survey, this year, only 25% of consumers indicated they were going to wait until Black Friday to begin holiday shopping. Evidence that mainstream consumers are conditioned to spread their holiday spending out—starting well before Black Friday.
Who will be out in force this Black Friday? Hispanic shoppers.
According to the same study, nearly half of Hispanic consumers (49%) claimed they were going to wait until Black Friday to start holiday shopping. They’ve also indicated they’re going to shop with voracity in 2014—hitting brick-and-mortar stores at higher rates and spending a projected 15% more than the general population.
Why the differences? Some of our hypotheses on the reported gaps between mainstream and Hispanic holiday shoppers: