Year-Round Joy: What Drives Hispanic Celebrations
For Hispanic consumers, celebrations aren’t isolated occasions—they are meaningful, year-round expressions of love, heritage, and family. Brands that recognize this emotional depth have a unique opportunity to build lasting loyalty.
Across the calendar, from Día de las Madres to New Year’s, from family reunions to Valentine’s Day, celebrations are moments of reflection and cultural pride. These events are where family bonds are strengthened and personal values come to life. In fact, 67% of Hispanic consumers say they stay loyal to brands that align with their cultural or family values.
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67%
of Hispanics say they are loyal to the brands that align with their cultural or family values.
Download an excerpt from our latest report: A Culture of Celebration: 2025 Hispanic Holidays & Occasions.
But there’s more to these moments than meets the eye. Our latest research reveals how these celebrations reflect a broader philosophy of life—one rooted in inclusivity, heritage, and emotional connection.
A Few Key Takeaways:
- Family is foundational. It’s not just about close relatives—extended family gatherings are just as important, especially for bicultural and heritage-learning households.
- Celebrations are active, not passive. From holiday cooking to party planning, Hispanic consumers embrace these traditions with joy and purpose.
- Pride in heritage shines through. Whether it’s Día de los Muertos or Hispanic Heritage Month, these moments celebrate identity, resilience, and shared values.
Why It Matters for Brands:
In today’s market, where consumers seek brands that reflect their identity and values, these insights are more relevant than ever. Holiday campaigns shouldn’t be seasonal one-offs. They should reflect a year-round understanding of what matters most to Hispanic communities.
Brands that successfully engage with these moments do three things well:
- Help consumers express love and intention.
- Honor the full spectrum of family.
- Treat cultural pride as a living, evolving force.
From family reunions to meaningful milestones, the opportunities for connection are rich and varied. But showing up with purpose—rather than just presence—is what builds lasting trust.
Explore how your brand can celebrate with meaning.