Did You Know? Hispanic spending totals $1.85 Trillion annually.
Author: Martha Garcia Kampen
Date Published: October 1, 2025
Did You Know? Hispanic spending totals $1.85 Trillion annually. Hispanic purchasing power grew 87% from 2010 to 2020 outpacing the 51% increase in non-Latino purchasing power over the same time.(1) In St. Louis, 15% of Hispanic Households earn over $100k in annual income with a median HHI of $60k+.(2) In short, Hispanic consumers are buying products and services which contribute to the American economy.
What are we buying?
*Houses. Latinos are keeping the real estate market going. 70% of new homeowners between 2020 and 2040 will be Hispanic/Latinos. Hispanic Millennials saw an 11.9% increase in homeownership rates and a 28.5% increase in household income from 2019 to 2023.
*Cars. Latinos account for 24% of car sales even though they represent only 19% of the population. With Latinos accounting for 25% of GenZ and 31% of Gen Alpha, it is safe to say that Latinos will continue to drive the growth in the automotive industry.
*Streaming Services. Latinos over-index in digital usage with 77% Latino consumption vs. 66% for non-Latinos.
*Technology. Latinos are early adopters of new technologies including AI with Latinos utilizing mobile technology at a higher rate than non-Hispanics.
According to the We Are All Human’s “Hispanic Sentiment Study 2025” report,(3) 84% of Hispanics are more likely to become a customer of a brand that plays a positive role in their family and community (up from 66% in 2 years). And 65% of Hispanics are more likely to pay attention to and remember a brand that clearly and consistently addresses their community. Yet nearly half (48%) believe the traditional American Dream feels out of reach now (an increase since 2023). Brands that demonstrate culturally relevant and positive acknowledgement of the Hispanic market will win our trust.
1 (e-Marketer Research) https://www.insiderintelligence.com/content/hispanic-buying-power-rising-us-bolstering-consumer-sectors
Additional Source Ref: Hispanic Market Guide, Hispanic Marketing Council
2 SOURCE: Dr. Ness Sandoval, St. Louis 2021 Hispanic Analysis from original source: https://data.census.gov and Federal Reserve Board Survey of Consumer Finances (SCF).
3 SOURCE: https://www.hispanicstar.org/hispanic-sentiment-study
About the Author: A first-generation Mexican American by birth, Martha was raised bi-culturally with both parents from Guanajuato, Mexico. Martha earned her BSBA with a double-major in Marketing Management and Latin American Studies, with a Minor in Spanish from SEMSU. Her first career position was as Director of Hispanic Marketing for a consumer products company with distribution throughout the United States when the term "Hispanic" was being determined.