March 3, 2005
By Erika Prosper
Retailers, get your engines started. It's going to be Easter soon (March 27). Are you ready for the Latinos about to swarm your stores?
Yes, specifically Mexican nationals who take the yearly pilgrimage across the border each Easter to buy, buy, buy. Don't tell me you have not noticed how your stores suddenly become filled with Spanish-speaking families dropping hundred dollar bills at your registers. It happens every Easter weekend.
Easter in border cities is known as a cash cow. Hispanics in the U.S. and from Mexico typically consider Easter weekend to be an unspoken shopping holiday. South of the border, it is a vacation period, drawing thousands of Mexican citizens to visit their U.S. relatives and they take advantage of the trip to do their shopping for the season.
What are the culprits causing all the commotion? Clothing, shoes, make-up and bedding. After all, it's springtime and with it comes changing waistlines, growing children, and of course, the new color palette from Estee Lauder.
If you're wise you will not only have bilingual customer service and staff, but you will hold special sales oriented toward these bargain hunters. A smart retailer would also advertise on Spanish language media, letting family members know where to take their cash loaded relatives. A genius would have bought ads in Mexico, weeks in advance, complete with maps or directions on how to get to your stores.
Don't despair. You have three weeks left to see those crisp smiling Benjamins make their way to your pocket instead of your competitors.
Source: Garcia 360