FOR LATINOS, MOTHER’S DAY IS SECOND ONLY TO CHRISTMAS AS GIFT-GIVING OCCASION.
Motherly love and love for our mothers are inherent human traits. This is why Mother’s Day is celebrated in one way or another around the world, and U.S. Latinos are no exception.
It is no surprise that many product and retail categories spike around the second Sunday of May, and since Latino moms are the fastest growing group of mothers in America, an increasing number of Hispanic advertising campaigns are trying to convince Latinos to use their brand for gifts to honor their moms.
Below you’ll find a list of facts and figures that are interesting and relevant for Hispanic marketing initiatives:
- Big families are common among Hispanics. An average Latina mom in her early 40s has 2.6 children. By comparison, black mothers have 2.5 and White mothers 2.3. (1)
- There are lots of Hispanic children. 25% of all children in the U.S. are Hispanic. However, in California, Texas, New Mexico and Arizona there are more Hispanic children than children of all other ethnicities combined. (2)
- Many Hispanic moms are single. One of every four Hispanic children lives with a single mom. That compares with only 13% of Anglo kids. (2)
- Most important day for Hispanics to give cards and money. Mother’s Day is the largest card-sending occasion for Latinos in the U.S., beating out both Christmas and Valentine’s Day. The holiday is also Hispanic’s most significant money-sending occasion of the year – the amount of money sent overseas in May is double the monthly average. (3)
- Some Latina moms celebrate double. In the U.S., some Hispanic mamás celebrate Mother’s Day twice as most countries in Latin America celebrate Mother’s Day the second Sunday of May. In Mexico, El Salvador and Guatemala, Mother’s Day is celebrated on May 10th. Other Latin American countries celebrate in October or December. (3)
- Mother’s Day is not only for moms. Hispanics tend to extend their Mother’s Day greetings beyond their mothers and grandmothers to also make a point to honor their madrinas, Spanish for godmothers, and sometimes their aunts. Madrinas also get cards and gifts.
- Hispanics visit their moms, no matter what. Many Hispanics try to visit their mothers on Mother’s Day… whether they’re alive or not. Cemeteries are crowded across Latin America with traffic jams that can last for a couple of hours.
- A musical celebration. Singing serenatas to moms is an important Hispanic tradition. In fact, no other culture has a larger number of songs and albums to celebrate mothers on their day. Mother day’s songs come in all forms: from brightly loud mariachi music by the likes of Vicente Fernandez and Juan Gabriel, to tender ballads by Joan Manuel Serrat and Ricardo Arjona. (4)
- Honoring moms by making names complicated. It’s customary in Latin America to use the mother’s maiden name as a second last name. Many Latinos see it as a way to honor their moms. Some examples include writer Gabriel Garcia Marquez, actor Gael García Bernal and Mexico’s President Enrique Peña Nieto. If they need to select just one last name, most Latinos will choose their father’s surname, while others will simply merge both last names with a hyphen.
- Latino moms like “bilingual” names. U.S. born Latinos are likely to give their children names that are either the same in English or Spanish, or that are easily understandable and pronounceable in both languages. The top Hispanic baby names for 2015 were Santiago, Mateo and Matias for boys; and Sofia, Isabella and Lucia for girls. The top two names for the entire U.S. were Noah for boys and Emma for girls. (5) (6) (7)
The bottom line: It is very important for Hispanics to express love for their mothers with tangible gifts and visible behaviors. While not being a substitute for Hispanic market research specifically tailored to your product or industry, knowing essential cultural nuances of this very special day allows marketers to become more effective in appearing as options for those looking for the perfect gift for mamá.
¡Feliz Día de las Madres! Regardless of language, we all know it means “We Love You Mom, and we are grateful for all you do.”
If you would like more information about the Hispanic market, please download our free Hispanic data pack by clicking on the image below: