Nostalgia Influences Hispanic Consumer Spending, Brand Choices.

Nostalgia is emerging as a significant factor in consumer spending, particularly among Hispanic shoppers, as memories of childhood foods, familiar brands and cultural traditions influence purchasing decisions, according to research cited by Abasto.

Hispanics also comprise a demographic that routinely scores high when it comes to radio use. Nielsen’s January 2026 report says more than 93% of Hispanic adults in the U.S. tune to radio each month. And study by iHeartMedia and Collage Group released earlier this year found that more than 92% of Bicultural Latinos listen to broadcast radio weekly, with 92% listening to radio in English and 78% listening in Spanish. iHeartMedia says advertisers should embrace a culture-first approach to reaching Hispanic and Latino consumers.

CivicScience, which tracks U.S. consumer sentiment, reports that 68% of U.S. adults say nostalgia influences their purchases at least “a little.” The percentage saying nostalgia influences their purchases “a lot” reached 17%, a yearly high and an increase of more than 40% from 2023. The findings indicate that nostalgia has moved beyond a purely emotional marketing concept and can influence measurable purchasing behavior.

Research also provides a basis for the connection between nostalgia and spending. Other studies have found that nostalgic memories can reinforce identity and social connections, while nostalgic cues can make consumers less attached to their money and more willing to spend. A 2019 study, meanwhile, found that nostalgic product labels increased both purchase intentions and actual consumption.

The influence varies by age, with younger adults reporting the strongest effects. CivicScience found that 26% of adults 18 to 29 and 25% of those ages 30 to 44 said nostalgia weighs heavily on their purchases. The figure fell to 11% among adults ages 45 to 64 and 6% among those 65 and older. However, at least some nostalgic influence was reported across every age group.

Music was the most frequently cited trigger of nostalgia, with 46% of consumers saying old songs make them feel nostalgic. Other leading triggers included visiting places from the past, watching old videos or movies and eating a favorite dish from earlier years.

The research also suggests that nostalgia can coexist with higher consumer spending. Among consumers who reported feeling a great deal of nostalgic influence, 57% said their recent weekly spending was higher than usual. That compares with 35% of consumers overall and a substantially lower percentage among those who reported no nostalgic influence. A 2025 CivicScience study also found that many consumers were willing to pay more for products that evoked the past despite economic uncertainty.

Nostalgia doesn’t necessarily make consumers resistant to new products. CivicScience found that 49% of consumers heavily influenced by nostalgia described themselves as very open to trying newly launched brands vs. 28% of consumers overall. The findings suggest that new products may benefit when they incorporate familiar flavors, visual elements or stories.