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.