Immigration enforcement has long been a sensitive issue in Latino communities, but new data from the December 2025 US Diverse Consumer Pulse Study shows just how profoundly these actions are now influencing retail behavior across the country. Even when enforcement activity is not occurring in a consumer’s neighborhood, the perception that it might be is enough to shift where, how, and when people shop.
From heightened safety concerns to increased reliance on online shopping, the effects are clear. Enforcement anxiety is changing consumer behavior, and Latino shoppers are feeling it most deeply.
Consumers Believe Immigration Enforcement Is Close to Home — Even When It Isn’t
Nearly nine in ten consumers across all racial and ethnic groups report being familiar with current immigration enforcement initiatives in the US. But the more striking insight is how many believe significant activity is happening in their own communities:
- 69% of Latino consumers
- 59% of the General Population
- 56% of Black consumers
believe immigration enforcement is occurring locally — even if there is little or no actual enforcement happening nearby. Looking specifically at Spanish-dominant Latino consumers, 76% say they are aware of or have heard about recent immigration enforcement activity in their communities.
This perception alone triggers behavioral changes. For many Latino consumers, a local grocery run does not just involve comparing prices or picking the ripest produce — it carries real emotional and personal risk.
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Enforcement Concerns Are Directly Changing Shopping Behavior
The influence of enforcement fear goes well beyond awareness. Roughly 60%of Latino consumers say recent immigration enforcement has already affected their shopping patterns. Similar impacts are seen among 61% of Black consumers, and more than half of General Population consumers say it has affected their shopping behavior. This is not an immigrant issue. Instead, it is a mainstream retail that will have widespread impacts on both local communities but also the broader US economy if trends continue.
Across all demographic groups, shoppers are compensating for safety concerns by changing their behaviors — but Latino and Black consumers feel the pressure more acutely.
Top behavior shifts include:
- Shopping online more often
- Avoiding stores where raids have been reported
- Avoiding certain days or times to reduce risk
- Increased bulk-buying to reduce the number of shopping trips
- Greater reliance on delivery services
For retailers serving heavy Latino trade areas, these responses mean fewer in‑store visits, more unpredictable traffic patterns, and a growing need to reinforce trust.
Why Consumers Are Changing Their Shopping Behavior: Safety Dominates
When asked why enforcement concerns were affecting their shopping behavior, Latino consumers overwhelmingly pointed to feeling unsafe — for themselves and their families. Regardless of ethnicity, consumers say the main reasons for changing their shopping behavior due to recent immigration enforcement actions are consistent.
One in four (25%) consumers in the general population say safety concerns are why their behavior has changed. Among Latino consumers, that number increases to 32% among those who are English-dominant, and 39% among those who are more likely to rely on Spanish. Similarly, 15% of Gen Pop consumers say they are trying to protect family or others in their community, and that rises to 21% among Latino consumers. Sadly, 16% of Latino consumers say they are simply avoiding discrimination or unwelcoming environments or the fear of immigration enforcement.
These responses highlight the emotional burden shoppers are carrying today. This is something that retailers may sense but not truly understand. For many Latinos, shopping is not simply transactional; it is now a calculation of risk, vulnerability, and cultural acceptance.
What Latino Consumers Want Retailers to Do
The study makes one thing clear: Latino shoppers want retailers to take visible, proactive steps to help them feel safe. One in five Latino shoppers wants:
- Visible safety measures in stores
- Staff who speak their language
- Stores that publicly support immigrant communities
In addition, Latino respondents were more likely than the general population to find reassurance in clear communication of safety or enforcement policies, trusted community voices affirming that stores are safe, and access to curbside pickup and delivery options in case they prefer to avoid coming inside.
What Retailers Can Do Now
For retailers — especially independents and chains with a strong Latino customer base — addressing these concerns is not about politics. It is about creating a welcoming, culturally relevant, and safe shopping experience. Here are practical steps retailers can take:
1. Improve Communication: Be clear, consistent, and multilingual when communicating store safety practices and community support.
2. Increase Cultural Competence: Hiring bilingual staff or offering cultural training builds trust and eases customer anxiety.
3. Offer More Flexibility: Enhance curbside pickup, delivery, and off‑peak shopping opportunities.
4. Visibly Support the Community: Partner with trusted community organizations, share resources, and show solidarity with immigrant families.
Why This Matters for the Grocery Industry
Latino consumers represent one of the fastest‑growing and highest‑spending shopper segments in the U.S. But enforcement anxiety can interrupt that growth, shifting shopping trips online or to stores perceived as safer, or reducing trip frequency altogether.
Retailers who pay attention to these changes will win loyalty, trust, and long‑term growth. Those who overlook them may see slow, steady declines that may not be clear in the moment but can have long term impact on sales and consumer loyalty.
Immigration enforcement is not just a policy debate; it is a lived experience affecting millions. Latino consumers are adapting their shopping behavior to protect themselves and their families, but they are not the only ones. Universally, consumers are changing behavior and avoiding stores, even if immigration enforcement actions are not happening in their communities. Retailers have an opportunity, and a responsibility, to respond with empathy, transparency, and culturally competent solutions.