Quinceañera Trends

Part
01
of three
Part
01

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.

Findings

1. Perceptions

  • 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.
Part
02
of three
Part
02

Quinceañera: Trends

Current trends in Quinceañeras include throwing of destination Quinceañera parties, incorporation of darker colors in decor and dresses, fancy capes worn over quinceañera dresses, and the use of textured fabrics/brocades on dresses and decor items.

DESTINATION QUINCEAÑERAS

  • Currently, some quinces are opting to relocate their turning-of-age parties and plan a destination Quinceañeras, instead of throwing the usual giant celebration close to where they live.
  • The guest invited to the Quinceañera, therefore, travel to the destination and experience the local culture and traditions.
  • The culture of the new place is also blended into the party.

DARKER COLORS

  • Darker colored quince dresses are now breaking the traditional pastel and lighter colors.
  • Quinces are now looking for a more glam and sparkly Quinceañeras and are opting for rose gold in their decor.
  • Rose gold dresses, as well as royal blue and burgundy theme colors, are also trending, and have been since 2018, all through to 2019.

FANCY CAPES

  • Fancy capes are now being worn over the quinceañera dresses by quinces.
  • It adds a dramatic touch to the quinceañera gown.
  • It can be worn during the quince mass, others use it as well during the waltz.

USE OF TEXTURED FABRIC/BROCADES

  • VIP Quinceañera celebrations are now featuring textured dresses.
  • Textured fabrics are used on decorations and on items such as velvet table cloths.
  • Brocade fabric is also a current trend in the making of Quinceañera dresses.


RESEARCH STRATEGY:

To establish the current trends in Quinceañera parties and planning, we carried out direct searches in various reliable platforms. We searched Quinceañera party planning resources websites such as Quinceañera, related magazine publications such as Quinceañero Magazine, artisan baked goods magazine Bake Magazine, pay television news channel Fox 11 News, as well as event resources websites who covers Quinceañera parties. We listed these trends as the current trends by identifying which ones consistently appear in multiple sources and are mentioned by Quinceañera experts and event resources experts to be the current trends.

Part
03
of three
Part
03

Quinceañera: Demographics

Helpful Findings: Quinceañera: Demographics

Quinceañera: Qualitative Helpful Insights

  • Quinceañera market is prevalent in the US, specifically in the East Coast Miami area, where families can spend thousands of dollars in consumer products.
  • Texas and California are also catching up quickly.
  • Quinceañera is typically celebrated in the US, particularly among Latino families.
  • The typical person who plans Quinceanera are females such as moms, & grandmothers.
  • Stay-at-home moms are becoming event planners, making quinceañera cakes, & quinceañera decorations.
  • In South Texas, near Corpus Christi, Quinceañera party is relatively low-key, while Quinceañera party in Los Angeles are expensive, intense, and has tons of competition amongst the Latino families.
  • The US quinceañera is tailored mainly to Chicanas, or Mexican-Americans because this group is the largest Latino community in the country and has the most buying power.
  • The increased commercialization of quinceañeras is not just corporate America's interest, but also the growing affluence of Hispanic families.

Quinceañera: Quantitative Helpful Insights

  • According to the US Census Bureau, 56.6 million Hispanics are living in the US, roughly 18% of the total population.
  • Some forecast state that Hispanics will become part of the majority by 2044 and as the population itself has grown, and also their spending power.
  • Hispanics accounted for $1.3 trillion worth of spending in the US in 2015, and the Selig Center for Economic Growth projects Latino spending will hit $1.7 trillion by 2020.
  • Last year, Pew Research Center found, 81% of surveyed Hispanic adults said they expected their financial situation to improve in 2017.

Research Strategy

We were unable to find any actual qualitative and quantitative demographic data of the typical person planning a quinceañera in the US.

We started the search by looking for pre-compiled information from industry reports, market reports, and trusted articles such as marketplace.org, newser.com, c-asoc.com, racked.com, and others. We were looking for information specific to the Quinceañera market in the US. We were hoping to find any quantitative and qualitative demographics about how the typical person plans for quinceañera. We were able to find some quinceañera market reports, but the information presented was limited to the market size of the industry and the current status of the quinceañera market. Upon searching for any trusted articles and blogs about quinceañera in the US, we were able to find some relevant data such the typical gender, & race who plans quinceañera as well as the location where quinceañera usually occurs. Another helpful information we were able to find was the annual spending of the Latino family, the current population of Latinos since they are the consumers of the Quinceanera industry. However, the information was only limited to that, and no actual demographic stats were found.

We then looked into statistical databases such as Statista to find any actual demographic information about Quinceanera market in the US. We used Statista because this database usually provides statistical data from industries in the US. We were hoping to statistical data of the Quinceanera in the US. We focused our research on the type of demographics who typically plan Quinceanera in the US. We also expanded our research to any statistics about Quinceanera market in the US. However, the search yielded no information about Quinceanera.

We then researched Quinceanera expos and events in the US such as Quinceañera Expo, Latino Bridal & Quince Girl Expo, and others. We then checked information about the typical audience of the expos and events. We then assumed that this audience would be the typical person who plans Quinceanera. We were also hoping to find any actual demographic data presented by the expos and events. Unfortunately, the only information we were able to find was typical gender and race planning a quinceanera which was already found during the early stages of our research.

We then decided to look into different databases that provide web analytics to identify the quantitative demographic of the typical person planning a quinceanera such as Alexa and SimilarWebs. We first identified the top online resources and vendors of Quinceanera in the US since the audience or visitors of these online resources would tend to be the typical person planning a Quinceanera. We were able to identify some online resources such as tiarasandtacones.com and quinceanera.com. We then inputted the following online resources in our web analytics tool, and upon thoroughly checking each information, we were unable to find any information to provide actual demographic data of the typical person planning a quinceanera. Most information found was not relevant to the request.

In conclusion, we are presenting this as a full client update as we found no preexisting or publicly available information to provide actual demographic statistics of the typical person planning a quinceanera. However, we were able to find some helpful insights about Quinceanera. We found that the people who usually prepare it are females and that the US quinceañera is tailored mainly to Chicanas, or Mexican-Americans because this group is the largest Latino community in the country and has the most buying power. Additionally, Quinceañera is usually celebrated in the US, particularly among Latino families.
Sources
Sources

From Part 03
Quotes
  • "If you look at the quinceañera market, for example, in the East Coast, specifically in the Miami area, families can spend in the hundred thousands. They seem a lot more elaborate when you look at their setups and what they do. But … events in Texas and California are catching up quickly."
Quotes
  • "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."
Quotes
  • "As for how this translates to quinceañeras, an estimated 400,000 American girls have them every year and the average family spends $15,000 on the party, says Frank Zepeda, a business manager for EC Hispanic Media. EC Hispanic Media owns several brands that cater to the Latino community, including Quinceañera.com."
  • "There are all these businesses that grew out of nowhere — stay-at-home moms becoming event planners, making quinceañera cakes, quinceañera decorations. It’s a big moneymaker because people are having them every single weekend. If you understand the market, and how a quinceañera can and should be run, you can specialize in it."
  • "According to EC Hispanic Media executive Catalina Focíl, the US quinceañera market is largely tailored to Chicanas, or Mexican-Americans, since the group is the largest Latino community in the country and also has the most buying power, though the tradition is observed by various Latino communities in the United States."