By TATIANA SANCHEZ for Univision News
Latinas make the savviest and most passionate shoppers, according to WSL/Strategic Retail, a specialist on shopping trends and retail strategy. A new survey, part of the company’s “How America Shops: MegaTrends Report,” found that Latinas are more proactive about saving their money. They use mobile devices, coupons, dollar stores and discounted retailers to shop the best bargains, more so than the rest of their female peers.
“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,” says Candace Corlett, president of WSL/Strategic retail.
But looking for the best bargain comes natural to us Latinas—at least that’s what Julia Gamez, 24, thinks.
“It’s probably our intuition. Latina women are naturally very smart and street savvy,” says Gamez. “Not only that, but we usually have bigger families so making the buck stretch as much as possible is something we’ve always had to do.”
The state of the economy continues to be a hot topic and one many Latinas keep in mind when they shop.
“I think that within the general population, we all have to look for bargains— it’s super popular right now because of the economy,” says Sophia Cárcamo, 24, a family advocate for teen families in Oakland and a former retail associate herself.
Cárcamo’s favorite place to shop is Target, because “it has everything.” Cárcamo also likes Walmart where she purchases most of her groceries and toiletries.
The shopping study, which was conducted as an Internet survey at the end of last year and included 1,950 respondents, found that 54 percent of Latina women only buy items that are on sale. 63 percent will travel a longer distance to shop at a location where they will save more money.
Emilia Franco and her mom frequent the sales racks of any store when they shop. During the winter, for example, Franco and her mom browse through sales racks for summer clothes because they know it will be much cheaper. And in the summer, it’s winter clothes that they shop for.
Though not all the items she purchases are on sale, as a student who is “drowning in loans,” Franco only shops when she needs something. Her rule of thumb for buying clothes? She’ll purchase the item only if she knows she’ll wear it more than four times.
Whether they shop off sales racks or online, use torn-out coupons from the Sunday newspaper or mobile apps, and whether they’re shopping for a Gucci bag or a bag of chips, one thing’s for sure: Latinas love to shop smart.
“To me, a good deal is a good deal,” says Gamez. “Doesn’t matter if you’re rich or poor.”
Does this study apply to you or people you know?
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