The Journal. Why Latino Consumers Are Spending Less
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Jun 18, 2025 Deportation fears are reshaping shopping habits in Latino communities, with many forgoing regular purchases. Economic uncertainty and job losses, especially in construction, have left shoppers with less to spend. This strain has impacted sales for brands like Constellation, which reported its first sales drop in a decade. The shift from local shops to major retailers highlights changing consumer dynamics, while store owners discuss the challenges and solutions to maintain their businesses amidst these pressures.
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Vendor Observes Hispanic Spending Pullback
- Vendor Isabel Aguilar sees customers buying less at her stall due to fear and economic issues.
- ICE raids caused many Hispanic shoppers to avoid certain stores and reduce spending.
Modelo Sales Drop Among Latinos
- Latino consumers are a major contributor to Modelo's sales, but their spending recently dropped.
- This is the first sales decline for Constellation Brands since 2013, showing economic impact on Hispanic buyers.
Coca-Cola Sales Hit by Boycott and Fear
- Coca-Cola faced a 3% volume drop in North America due to Hispanic consumer pullback and a social media boycott.
- False immigration-related accusations on social media intensified the impact on sales.