This study of Hispanic shoppers shows their behaviors changing according to the season (in contrast to general market shoppers) with June, September and November being focused on “concern for family satisfaction” and “one-stop shopping.”
These months coincide with Summer, back-to-school, and holiday shopping. While general shoppers are looking for price & value in the back-to-school season, summer sales or during holidays, Hispanics are seeking approval from family and children over saving money. Otherwise they stress value & convenience, and are in fact more value-driven than the general shopper, though less likely to use in-store messaging or other marketing tools, including in-store TVs. The message for private label products is mixed: Hispanics in general perceive less difference between branded products and private label versions, though those less-affected by the Recession are more brand-loyal with 67% saying they will stick with their brand even if it’s more expensive than the PL version.
 Source: The Integer Group and M/A/R/C Research.