Quinceañera: Public Perception
Our research found that Quinceañeras are perceived largely as a show of status and individuality. Some Latino families might prefer holding a Quinceañera instead of a Sweet 16 celebration, as Quinceañeras are rising in popularity within the U.S. Brands are interested in investing in Quinceañeras, as the market for such events is already quite large and expanding each year.
- In the U.S., Quinceañeras are perceived "as a status symbol, a form of female empowerment, a statement about Latinx identity and also just a really fun party."
- Quinceañeras held in the U.S. are a way for Latinos "to hold onto . . . [their cultural] roots" such as heritage and tradition.
- Quinceañeras in the U.S. are perceived as extraordinarily elaborate events and are frequently compared to weddings due to their level of eloquence. In some instances, Quinceañeras exceed a wedding's amenities/luxuries.
- The trendy features included as part of a Quinceañera is a main reason for its comparison to a wedding. The must-have trendy features at U.S. Quinceañeras in 2019 are doughnut walls, dessert tables, backdrops, and photo booths. Other popular items at Quinceañeras in the U.S. include candy stations, performers, and loungers.
- The starting cost for "the guest of honor's dress" for a U.S. Quinceañera is about $300.
- At U.S. Quinceañeras, "personal choice — and recognizing the guest of honor’s individuality — has become the new tradition of quinceañera celebrations." One way that new tradition is being reflected is through "the guest of honor['s]" selection of her "court of honor" whereas a tradition for many used to dictate that 14 couples comprise that court.
2. Quinceañeras vs. Sweet 16s
- Some/many Latino families might indeed prefer holding a Quinceañera rather than a Sweet 16, as is inferred in the following statement: "In the United States it has traditionally been the sixteenth birthday which is celebrated most extravagantly as the 'Sweet Sixteen,' however the custom of the quinceañera is gaining traction in the United States in recent years, particularly among Latino families."
- Further demonstrating the notion that some people might prefer holding a Quinceañera rather than a Sweet 16 celebration is the fact that the TV channel TLC airs a show titled "Sweet 15: Quinceanera."
3. Brands' Interest in Investing
- Many brands are interested in investing in Quinceañeras, as the U.S. Quinceañera industry is worth $840 million and is growing 20% each year.
- Further demonstrating the fact that many brands are interested in investing in Quinceañeras is the fact that a study conduct by Univision found that there are 40,000 Quinceañeras held "in the U.S." annually.
- Brands are interested in investing in Quinceañeras because the average price to host the event is $21,000, more than 200 guests attend, and the parties run between eight and 10 hours long. Those facts spell big business opportunities for brands to invest in because a lot of services and goods are needed for the parties.
- Brands are interested in investing in Quinceañeras because, according to a party planning industry professional, the total cost for such event in the U.S. ranges between $15,000 and $80,000.
- The Miami, Florida region is a top-spending market for Quinceañeras in the U.S., as some families there "spend in the hundred thousands" on the event. Quinceañeras held in Miami are described as "a lot more elaborate," though the California and Texas markets for Quinceañeras were described as "catching up quickly."
- Brands are interested in investing in Quinceañeras, as is reflected in the following U.S. article title: "The Quinceañera Industry: a Gold Mine for Local Businesses."
- Brands are interested in investing in Quinceañeras, as is demonstrated by the fact that more than " 700 local businesses advertised in Quinceanera.com’s six print editions and Expos in 2014."
Your research team applied the following strategy:
We began our research by reviewing articles about Quinceañeras specific to the U.S. Some sources that published the articles we consulted were USA Today, Latino USA, and U.S.-based EC Hispanic Media. In looking for information about whether brands are interested in investing in Quinceañeras, we looked for sources containing facts about the industry. One of the main sources we used for that information was Quinceañera Expo Events, which listed several key stats about the U.S. Quinceañera industry. We ensured that our findings are limited to the U.S. by only using information specifically referencing the U.S. market and/or U.S.-based sources.