Hispanics almost universally shop at mass merchandisers; Walmart and Target are far ahead of the rest. Hispanics associate Walmart with good value and a vast product selection, while a pleasant store environment is more top-of-mind for Target. Mass merchandisers continue to adapt to modern consumers’ needs in order to ensure broad appeal for all types of shoppers. They are focused on physical stores (eg opening smaller formats in urban areas, remodeling existing stores and optimizing the product mix) and also expanding ecommerce. As Hispanics are late adopters of online shopping, the in-store experience is more important for reaching these consumers.

This Report focuses on how Hispanics relate to mass merchandisers, as well as a detailed exploration of attitudes, usage and shopping behaviors in this channel.

For the purposes of this Report, Mintel has defined a mass merchandiser as a large retail store offering a wide range of product categories, often at discounted prices, including but not limited to appliances, clothing and accessories, shoes, furniture, office equipment, household products, health, beauty and personal care products, electronics, music and entertainment, sporting goods and food. These stores have central customer checkout areas, generally in the front of the store, and may have additional cash registers located in one or more individual departments.

This Report focuses on key national players including Walmart, Target, Kmart and Meijer. Amazon is also included to draw differences and put the market in context.

Findings in this Report can be supplemented by the analysis presented in Mintel’s Mass Merchandisers – US, December 2017; Black Consumers and Mass Merchandisers – US, February 2020; as well as Hispanics and Shopping the Perimeter of the Store – US, November 2019; Hispanics and Shopping for Groceries – US, January 2020 and other relevant Hispanic Reports in Mintel’s Multicultural library.