Target Increases Spending to Acquire Hispanic Customers

Target Corp. is looking to attract more Hispanic customers this holiday season. The company said it’s increasing spending on Spanish-language television ads by 67 percent, and taking Hispanics into account in its general marketing strategy. In the past, Target had a separate marketing plan for Spanish-speaking customers. According to Kantar Media, Target spent about $9.1 million on Spanish-language television ads and about $100 million in total on television ads last holiday season.

Total Retail’s Take: Spanish is the native language for about 13 percent of the United States population. Target is making a smart move to appeal to this growing segment of the population, especially during the critical holiday shopping season. The retail chain is also adjusting some merchandise to appeal to Hispanic shoppers. For example, it has increased eye, hair and skin-tone combinations for its “Our Generation” dolls. I think Target will see a positive outcome from this approach, even after the holiday season winds down.