News Column

Hispanic Women Are Smartest Shoppers: Study

June 5, 2012

Hispanic women represent the most passionate and proactive shopper segment searching for the best deals across all retail channels, according to WSL/Strategic Retail, an authority on shopper behavior and retail trends.

The finding was revealed as part of the Company's How America Shops MegaTrends report, Moving On 2012, which noted that Hispanic women are more actively using mobile devices, coupons, online searches, dollar stores and deep discount retailers to save money, as compared to other female demographics.

"Hispanic women are an important population to watch as early adopters of the future of shopping," said Candace Corlett, president of WSL/Strategic Retail. "To achieve the American Dream of having it all, Hispanic women shop more creatively than other demographics, utilizing every savings opportunity to get what their families need at the lowest price."

The findings

Nearly 60 percent of Hispanic women use apps to search for the lowest price.

-- 53 percent make it a point to search online before going shopping.

-- 53 percent are using their mobile devices in the store to find electronic coupons, sales and discount codes.

-- 75 percent are using traditional coupons to get the lowest sale price

-- 54 percent only buy items that are on sale.

-- 63 percent will travel further to shop at a store where they can save money.

-- 43 percent will buy a pre-owned product if it lets them get a brand that they couldn't afford new.

These findings gain significance when compared to the shopping behaviors of other ethnic demographics, as Hispanic women consistently rank higher than both Caucasian and African American women, by about 10 percentage points.

WSL/Strategic Retail draws several conclusions from the study to enable retailers to define and prepare the right retail strategy as consumers return to shopping, but with new rules and restrictions that influence what they buy and where they buy it. For more information or to purchase the report, please call 212.924.7780 or email

Notes on Survey Methodology and Analysis

WSL/Strategic Retail conducted an internet survey from December 1-12, 2011. The survey included 1,950 respondents drawn from a nationally representative online same.

Founded in 1986, WSL/Strategic Retail ("WSL") uses research, global trend analysis and customized consulting services to arm retailers, manufacturers and brands with the tools required to stay ahead of the market and motivate shoppers to purchase, according to a company news release.

Source: Copyright Business Wire 2012

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