Back to School season in the U.S. isn’t just about backpacks, notebooks, and sneakers. For brands, it’s one of the biggest shopping peaks of the year. And when it comes to Hispanic households, the opportunity is even bigger: Latino families tend to spend more during this season, especially in categories like apparel, electronics, and food and beverages.
Take Target’s “Más que” campaign as an example. It wasn’t only about school supplies, it celebrated creativity, resilience, and cultura. By tapping into cultural storytelling, Target connected with parents and students on an emotional level, highlighting that Back to School lives within Hispanic Heritage Month and is about identity, orgullo, and community.
Walmart also nailed it with their bilingual campaign featuring real Hispanic families getting ready for school. Abuelitas, primos, and papás were part of the story, showing that Back to School is a family affair. This kind of authentic representation builds trust and long-term brand love.
Tips for winning Back to School with Hispanic audiences:
1. Go beyond discounts: Yes, price matters, but what resonates most is the sense of familia. Campaigns that show support systems: siblings, parents, grandparents, make a stronger impact than just “lowest prices.”
2. Spanglish works: Mixing English and español in copy and creative reflects the day-to-day reality of many households. It’s not a gimmick, it’s authenticity.
3. Tell aspirational stories: Back to School is about sueños, not just supplies. The pride of being the first in the family to go to college, the excitement of estrenar nuevos sneakers, or the joy of a mamá seeing her child step into a new grade: those stories inspire.
4. Leverage social and UGC: TikTok challenges, Instagram reels, and collabs with Latino influencers make campaigns feel organic. Encourage students to share their own first-day-of-school look to boost reach and engagement.
At Vaquero Advertising, we see Back to School as more than a seasonal sales moment. It’s a cultural platform where brands can connect authentically with the fastest-growing demographic in the U.S. Show that you understand their values, their language, and their aspirations, and the payoff will last long after the school bell rings.
Because when it comes to Hispanic Marketing during Back to School, it’s about carrying cultura, orgullo, and sueños into the future.
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