"Holiday" Political Correctness Hasn't Run Amuck in Hispanic Market

There is no good direct translation for "Happy Holidays" in Spanish without uttering the "C" word that paralyzes so many this time of year. We don't want to offend anyone, so we don't acknowledge anyone, right? For the Hispanic market, that's wrong. The Christmas season, which for many of us runs to 3 Kings Day, is a perfect time to build affinity and loyalty with Hispanic consumers.

As a result, we've advised our clients to run some "Holiday Season" greetings for the Hispanic market. Many are doing so. Others were interested but just flat out of budget and a few went the PC route.

While we can't measure short-term ROI for Hispanic market Christmas greetings, it is part of a good long-term strategy. As we know from the Latino Identity Project, our collectivism, familismo and celebration of tradition, are universal for Hispanics, and should be elements included in marketing approaches. Here's an article on how some retailers are marketing to Hispanics during the Christmas season.