The Growing Latino Craft Market

by Hollie Weinheim

The Latino market in the United States is strong and growing, and its presence is being felt in all areas of the country.

Cards created with stamps from Kandi Corp.'s Estudio Latino line.

At one time, every town in the United States, no matter how small, had a Chinese restaurant. Now Mexican restaurants are everywhere. Even a fast food powerhouse like McDonald's has noticed. The Chipotle restaurant chain, with a major investment from McDonalds, is one of the fastest-growing restaurant concepts in the country. While the terms "Latino" and "Hispanic" may be considered interchangeably, it is generally preferable to use the term Latino instead of Hispanic.

Earlier this year, the Craft and Hobby Association (CHA) released a current study of the Hispanic Craft Market in the United States. The exploding potential for Hispanic crafting is amazing. Currently there are more than 40 million people identified as "Hispanic" in the United States. Nationwide, Latino buying power is forecast to skyrocket to $992 billion by 2009. About half of all Latinos age 18 or over participate in some craft. Almost half are Mexican, while the remaining half are distributed across many different nationalities. Natives of 22 different countries are considered part of the Latino culture. Three-fourths are female, with an average age of 47 years old, and an average household income of $35,900. The average Latino crafter currently spends $413 per year on craft purchases.

 

Developing a Cultural Product Line

Two brightly colored cards created with stamps from Estudio Latino by Kandi Corp.

At MNC Studio Designs, we evaluated that potential market and also evaluated what was currently available to satisfy that group of crafting consumers. We are based in the Tampa Bay area of Florida, near the Cuban community of Ybor City. Many of our customers have a strong Spanish heritage. Yet, there was little available to them to reflect their strong traditions if they were rubber stampers or scrapbookers. After much research and thought, we developed the Estudio Latino™ line of rubber stamps. Estudio Latino stamps are deep-etched traditional wood-mounted stamps. The designs are intended to reflect traditional Latino values, but they are "generic Latino." In our community we have Mexicans and Cubans, and also many from Columbia, Venezuela, Guatemala and other countries in South and Central America. While there is much commonality between them, there are also unique cultural differences. Our stamps were developed to bridge those cultural differences.

A very important aspect of the CHA study was that Latino customers have changed their buying habits over the past few years. Several years ago most of their purchases were made at flea markets, drugstores and similar low-price retailers. Now, the typical Latino customer is more likely to buy in craft and specialty stores. This is a positive finding for you—the customers are there, and more likely to shop for their craft supplies at your store.

Soccer-themed stamps from Estudio Latino.

As a retailer, if you are not developing ways to bring the Latino customer into your store, you are passing up a large potential market. While there are many subtle differences in specific interests, there is much commonality across all Latino nationalities. Recognize the differences. Celebrate the common cultural themes. Develop new business.

 

Appealing to the Latino Crafter

Here are some suggestions for how to develop this new and largely untapped customer base:

• Celebrate the Culture. There are many opportunities to promote events that resonate with your Latino customers. Cinco de Mayo (Fifth of May), Christmas (Navidad), and even the Mexican Day of the Dead (El Dia de los Muertos) can all be the focus of promotions, sales, and ways to bring customers into your store. Everyone does specials and promotions for the typical North American holidays, such as Thanksgiving, St. Patrick's Day, etc. Cinco de Mayo is more than a day to drink beer. It's a day that celebrates cultural traditions which resonate with your Latino customer.
• Celebrate the Family.

  Word stamps from Estudio Latino.

  As a culture, Latinos are very family-centric. Life cycle events are very important. Of course, you are aware of the typical cardmaking life cycle events, such as birth, marriage and so on. For many Latino girls, the Quinceanera is as major an event in their lives as the wedding. A girl's fifteenth birthday is celebrated in Latino culture as a coming-of-age event. Unlike Sweet 16, which is typically celebrated as a big party, the Quinceanera has more significant impact. For the more affluent, Quinceaneras take on the trappings of a small wedding. In fact, for many the Quinceanera is the second most important life cycle event, immediately following their wedding in importance. In this country, the Quinceanera has spawned an entire "industry" of professionals who cater to all aspects. There is even a magazine devoted to it, Quince Girl (www.quincegirl.com). Besides Quinceanera, consider other family-centric events such as Mother's Day (Dia de la Madre) and Father's Day (Dia del Padre).
• Celebrate the Home. When you consider events for your Latino customer, focus on the home. Projects that emphasize enhancing the home will appeal to your Latino customer. Think about ways that you can use your rubber stamps for home décor projects There are some other issues you should recognize when dealing with Latino customers. For many, Spanish is still their primary language. Encourage sales by having a staff member conversant in Spanish to answer questions and make recommendations. Also, make sure that any packaged goods have instructions in Spanish in addition to English.

It is no surprise that rubber stamping, cardmaking and scrapbooking have turned into worldwide pastimes. Include more ethnic-related items in your store and see sales soar!

ABOUT THE AUTHOR: Hollie Weinheim is creative assistant at Kandi Corp., 946 Main Street, Safety Harbor, FL 34695; 877/662-7883; Web: www.MNCStudio.com

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