By Karina RamirezWhile you’re busy planning your summer season merchandising, be sure to keep some key Hispanicmerchandising opportunities in mind. As the Hispanic population continues to grow, savvy retailers will beginto accept the fact that the Hispanic shopper is one of their most important shoppers. Why? Just look at thedemographics: Hispanics are driving the overall US population growth (43.0% Hispanic vs. 4.9% non-Hispanic)Today there are 51MM Hispanics in the US – that comprises 16% of the total US populationIn 2020, the Hispanic population is project to grow to 130MM people or 30% of the US populationHispanics contributed more than 50% of real growth to the stagnant US consumer economy between 2005and 2008 The Hispanic buying power is expected to pass that of African Americans in 2014 - $1.3T vs. $1.1%With numbers like that, you simply cannot ignore this increasingly important consumer base.58 OnTREND May/August 2013
Cultural DualityWhen it comes to grocery shopping, the mom is the rulerin Hispanic homes – well, they make the final decisions andprimarily do most of the cooking; however, they will readilyadmit, kids are strong influencers on what will be purchased.At any rate, it is important to understand the mom’s role.Today’s Latina is not like her mother. She is no longer just incharge of the home; she’s also working outside the home.Being a homemaker and a working mom is a strongbalancing act; and a pull away from the cultural norm. Onething that is very hard for Latinas to do is to turn awayfrom strong cultural values. Believe me when I say, it is verydifficult. When I was growing up, I remember going to thegrocery store with my mom and sister and brother. It waslike a family outing. We could spend hours in the store andoften went to the store as much as two or three times aweek. Now, with me balancing my career and managing myhousehold, I often feel rushed to get it all done. I find myself(and my circle of friends find they do the same) shoppingat the grocery store that I feel caters to my cultural duality:meaning they provide a nice selection of traditional itemsthat I still manage to find time to cook from scratch as wellas a broad selection of easily prepared items that I can turnto when I’m feeling really pressed for time.Merchandising is KeyAnd the store or stores that really gain the Latina (I includemyself in this group) are the ones that also remember tohave and promote the items that I want for key “family”holidays. Here’s some key times to ensure you arecatering to your Latina customer…and I’ve evenprovided some key items to ensure you aremerchandising. Trust me, if you have theseitems, you’ll gain my loyalty as well as that ofmi madre!Early Spring or the second quarter finds uswith cooler weather but as warm weatherbreaks, the grills come out and thepossibilities are just about endless. In May,you have Cinco de Mayo, Mother’s Day andthe start of grilling season. Most peoplereally don’t know what El Dia de la Batallade Puebla is all about. It is the date thatMexicans commemorate their unlikely victoryover the French forces to maintain theirfreedom. It just so happens that it occurredon May 5, 1862 which is why it is commonlyknown as Cinco de May. Contrary to popularbelief, Cinco de Mayo is not MexicanIndependence Day. However it is a goodtime to celebrate and some key ingredientsto have on hand are:Really not a whole lot, but it is good to promote these items.And since they are such “cross-over” items, you’ll gain someadditional sales from non-Latinas as well.Did I mention that mom rules the household? I’m not sayingthat because I’m a mom (and I do rule). It is very cultural.And the best way to honore a tu madre, is on Mother’s Day.Unlike here in the US, Mother’s Day always falls on May 10.And if you read my article in the last edition of OnTrend, youlearned that more cards, candy and flowers are purchasedfor Mother’s Day than for Christmas and Valentine’s Daycombined. Here’s a couple of other merchandising themesyou should also consider:• Posole (Hominy)• Mole• Menudo• And of course key everyday staples of rice and beansAnd while you are creating your barbeque displays forthe “official” kick-off of summer, don’t forget you Latinocustomers. You can either create a destination or includesome of the key items alongside your primary displays:• Adobos• Mojos• Sazons for meats• And lots and lots of fresh produce to make fresh,homemade salsas: tomatoes, onions, garlic, avocados,tomatillos• Nice cuts of beef (not too lean – the fat is where theflavor is!)• Carbonated BeveragesCooking out and lots of family picnics fill the summer somake sure you are providing what these customers arelooking for. Trust me; you Latino consumers will be veryappreciative!• Salsa• Chips• Nacho ingredients (cheese, slicedjalapenos, refried beans)• Guacamole MixMay/August 2013 ONTREND 59
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