14% of Hispanics say Valentine’s Day is the holiday they spend the most money on
By Mikeblack · February 10, 2026 · Curated by George's Blog
14% of Hispanics say Valentine’s Day is the holiday they spend the most money on - nearly 2x the total population.
The question is ... why?
Analyzing Collage Group's Hispanic cultural attitudes insights data, 4 big traits stand out:
🩷 Familismo (family-first orientation)
89% say family is the most important thing in their life
🩷 Generosity without expectation
85% say they willingly give and share without expecting anything in return
🩷 Emotional openness
67% say they are comfortable opening up about emotions
🩷 Pride in expressive affection
These values surface loudly during Valentine’s Day — but they don’t start or end there.
They are year-round guideposts for how Hispanic consumers connect, celebrate, give, and spend across moments that matter.
For Hispanics, gifting isn't purely about romantic, 1:1 love.
Gifting is a way to express love to community, family, friends, which if tapped into = more consumption, more volume, more growth for #CPG brands who play in gifting occasions.
🔑 3 ways brands can capitalize on Hispanic emotional intentionality:
1️⃣ Pivot from “couples-only” marketing to inclusive, multigenerational messaging that celebrates appreciation for family, friends, and community.
2️⃣ Reflect cultural confidence by centering messaging around gifting and affirmations as a source of strength and pride.
3️⃣ Partner with Hispanic creators to provide shareable, replicable content that inspires new family festivities.
---> (70% of Hispanic Parents get inspiration for festive activities and special traditions on social media, vs. 67% of Total Parents)
Credit to Lauren Goldberg, Elizandra Granillo-Espinoza and Natalie Griffith
for these great insights.