ABSTRACT
Chapter 39 discusses the relationship between U.S. retail sales to Hispanic consumers and the perception of immigration backlash in the early years of Trump’s administration in 2017. The chapter uses relevant data from Nielsen that debunked the theory that some retailers saw lower sales because Hispanics were “afraid” to leave their homes due to more vigorous immigration enforcement.
The data from Nielsen demonstrated that Hispanic sales were growing faster than non-Hispanic sales, that most departments inside grocery chains explained higher Hispanic sales, and that even from a regional perspective, most markets showed a higher Hispanic sales performance.
Since America is still trying to find a path to address the immigration challenges it faces, it was important to separate what was fact from fiction.
