Retail Industry Research
Diverse Consumers


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Retail Industry Research – Diverse Consumers

Learn what drives Diverse Shoppers to your Store

As the U.S. retail industry nears $5 trillion annually, retailers increasingly look to understand how to better create content and provide value for the fastest growing ethnic groups in the United States. Click the download links on this page to access the multicultural retail industry research reports.

Shopping is increasingly occurring via online retailers and multicultural groups, who tend to be early adopters in mobile trends, are inspiring this trend.

In a recent study O.Y.E. finds that Kohls was found to be the brick and mortar retailer that drove the most online conversation, of which over 75% contained positive sentiment.

This same report showed Walmart nearly tripling the online conversation compared to Target, at 29% vs. 9% respectively.

Among online retailers, Amazon led all brands in total conversation. eBay had the next highest total followed by Overstock.


Holiday Season | Latina Shopper

The Challenge

People love to shop and the best time of the year to get the greatest deals is Black Friday and Cyber Monday. In the last few years, Black Friday was the biggest ever because for the first time ever, sales were expected to exceed $3 billion while Cyber Monday’s sales were expected at the same level. One area of specific interest for many retailers is the participation of multicultural audiences, and specifically Hispanic women.

Our Approach

This O.Y.E. analysis looks specifically at what U.S. Hispanic females discuss during the Black Friday/Cyber Monday season. The O.Y.E. team conducted research on a sample of 29,600 female conversations on Twitter and Instagram of which 3,730 were from verified U.S. Hispanic women.


Numerous results were provided by this analysis including:

Hispanic women had higher positive sentiment when posting about shopping on Cyber Monday compared to Black Friday. This presents the opportunity for retailers to generate increased positive sentiment (and sales) by creating online-driven campaigns and discounts.


Latinas mentioned ‘shopping’ primarily in English (74%) during Cyber Monday while on Black Friday mentions of ‘shopping’ were mainly Spanish & bilingual (58%). This indicates a higher volume of acculturated Latina shoppers browsed online retail sites on Cyber Monday.


The top store mentioned by Latinas on Black Friday was Bath & Body Works with 13% followed by Wal-Mart at 11% of all posts. Not surprisingly, on Cyber Monday Amazon led with 36% of all Latina posts. Apple and Disney followed behind with chatter of their sales close behind.

OYE provides qualitative and quantitative sources to build and optimize customer experiences.