(NEWARK (IRONBOUND DISTRICT), CHICAGO (LITTLE VILLAGE)) Hispanic-owned businesses in two of the country’s best-known Latino neighborhoods say foot traffic has fallen sharply this year as many Hispanic shoppers move to online shopping to avoid possible encounters during ICE raids. The shift, reported across the United States 🇺🇸 in 2025, is reshaping daily routines, local economies, and the way companies reach customers, with store owners in Newark’s Ironbound and Chicago’s Little Village describing a steady drop in in-person visits since early winter.
What the data shows
According to NielsenIQ, 30% of Hispanic consumer spending in 2025 occurred online, up from 26% in previous years. The rise is most visible among Gen Z and Millennial Hispanic shoppers, who were already comfortable with digital platforms and now describe online carts as safer than crowded aisles.
Community advocates say the decision is not about convenience alone; it’s also about trying to avoid encounters that could lead to detention or deportation during periods of heightened immigration enforcement under President Trump.
Local accounts: Newark and Chicago
Store managers in both cities say the mood shifted as word spread about enforcement activity and rumors of planned operations. Even on paydays — normally a busy time — clerks in Little Village report muted foot traffic. Some regulars now use delivery apps for basics like:
- rice
- beans
- cooking oil
- diapers
In Newark’s Ironbound, small grocers report shorter weekend lines for fresh tortillas or marinated meats, while midweek home delivery orders have grown. Many owners understand shoppers’ anxiety but worry the change will outlast the news cycle.
Fear and motivations
The fear is not abstract. Community groups point to a Pew Research Center finding that 42% of Hispanic adults worry that they or someone close to them could be deported. That concern, leaders say, now shows up in purchasing choices:
- Parents who once took children to bustling markets now plan online orders at night.
- Teenagers who liked browsing discount aisles now scroll in private, often using mobile wallets.
- Families aim to spend less time in public places where large groups of Hispanic shoppers might draw attention.
“The goal is simple: spend less time in public places where large groups of Hispanic shoppers might draw attention.”
Retail trends and business impact
Retail consultancies, including Kantar, report weaker sales for Hispanic-focused products in physical stores. Examples and consequences include:
- Beverage makers such as Heineken see uneven demand between digital and brick-and-mortar channels.
- Vendors without a web store or delivery partnership say sales have plummeted, forcing reduced hours or early closures.
- Businesses with a strong online presence fare better, but shipping costs and platform fees reduce already-thin margins.
The change goes beyond groceries. Social commerce has surged, especially through video platforms popular with younger users. Reported industry figures indicate:
| Metric | Figure |
|---|---|
| Hispanic shoppers who bought via TikTok Shop in the past month | 23% |
| Hispanic shoppers who made multiple purchases within the year | 73% |
Products moving through live streams and influencer pitches include beauty items, small electronics, school supplies, and home accessories. For buyers, this format removes the stress of entering stores during tense weeks.
Cultural and community effects
The cultural calendar has been affected. Organizers report several Hispanic Heritage Month celebrations postponed or canceled amid concerns that large gatherings could be targeted during enforcement activity.
Consequences:
- Food vendors lose festival income and face unsold inventory.
- Mariachi bands and folkloric dance groups lose performing fees.
- Families who counted on free music and shared meals stay home and mark traditions in smaller settings.
- Churches report quieter parish fairs despite remaining open.
Safety guidance and resources
City officials and local nonprofits encourage practical safety steps without discouraging daily life. Community leaders recommend:
- Keep identification documents handy.
- Know how to contact family.
- Plan shopping during quieter hours.
- Meet at consulates rather than public parks for community services.
Immigrant families seeking official guidance are often directed to ICE Enforcement and Removal Operations for information on how the agency describes its work, while advocacy groups continue to share legal rights education and hotline numbers.
How retailers are responding
Analysis by VisaVerge.com shows national retailers rethinking shelf space and promotions in neighborhoods with large Latino populations. Responses include:
- Reducing in-store inventory for specialty goods.
- Expanding delivery windows and pickup locker options.
- Testing pop-up distribution points that limit in-store time.
Challenges for small businesses:
- Building a website, setting up payment systems, and managing delivery routes require money and training.
- Many community businesses lack these resources and fall behind larger chains.
Examples from the neighborhoods
- In Ironbound, a bodega owner who added a simple ordering page says sales stabilized, but he misses daily conversations at the counter.
- In Little Village, a baker who relied on festival stands now experiments with prepaid holiday boxes to replace lost festival revenue.
Financial trade-offs for families
Moving online changes household budgets:
- Delivery fees and minimum-order thresholds add costs and can push carts higher than planned.
- Families adapt by pooling orders through group chats, splitting delivery costs, and rotating coupons across apps.
When asked if they will return to stores if enforcement quiets down, many say they will wait and watch.
Broader economic ripples
Reduced foot traffic affects many local services:
- Street festivals and market days decline, reducing spillover traffic.
- Taxi drivers get fewer rides; florists sell fewer bouquets.
- Restaurants dependent on festival rushes close earlier.
- Warehouse jobs and delivery routes expand, but gains are often distant from affected neighborhoods.
Retailers note the balance holds only if digital demand remains strong and logistics costs do not spike.
Current outlook and shared hope
For now, the trend remains steady: Hispanic shoppers continue building online habits, and store owners seek ways to meet them there. The shared hope in both Ironbound and Little Village is that families can once again shop, celebrate, and gather without fear.
Until that feels possible in busy public spaces, the growth in online shopping looks set to continue — one quiet delivery at a time.
This Article in a Nutshell
Fear of ICE enforcement in 2025 pushed many Hispanic shoppers from in-person shopping to online channels, reducing foot traffic in neighborhoods like Newark’s Ironbound and Chicago’s Little Village. NielsenIQ reports online spending rose to 30% for Hispanic consumers, with younger shoppers leading adoption. Businesses without digital operations have seen sales plummet and reduced hours. Retailers expand delivery, curbside pickup, and online offerings, while community groups stress safety guidance and worry cultural events will remain muted until enforcement concerns ease.
