How Immigration Enforcement Perceptions Are Reshaping U.S. Shopper Behavior in 2026

Immigration enforcement has become a cultural and emotional force in the United States—far beyond its political implications. For retailers, the conversation often feels distant from day‑to‑day operations, but the truth is that perceived enforcement—not actual enforcement—is quietly reshaping consumer behavior across communities. The PDG Insights December 2025 Diverse Consumer Pulse Study makes that reality unmistakably clear. 

Even in cities with no recent enforcement activity, much of the population believes it is happening locally. According to our recent data, 59% of Gen Pop, 69% of Latino consumers, and 56% of Black/AA shoppers say enforcement is happening in their area. This gap between perception and reality is crucial because perception is what drives behavior.  

In retail, where trust, routine, and emotional comfort are essential to how people shop, the mere belief that enforcement may be happening nearby can disrupt long‑established habits. And in 2026, retailers who fail to understand this emotional landscape will misread why customer visits change, why baskets shift, and why some channels grow as others flatten. 

“How does immigration enforcement influence shopping behavior?” 

Immigration enforcement influences shopping behavior by increasing consumer fear and reducing trust, which leads to fewer store visits, more online shopping, more delivery reliance, and greater preference for retailers perceived as safe or culturally welcoming. This effect is strongest among Latino and Black consumers.

The data makes this impact clear. A majority of shoppers—51% of Gen Pop, 62% of Latinos, and 61% of Black/AA consumers—say immigration enforcement has affected their shopping behavior in some way. This is not a small fringe effect; it is a mainstream consumer reality.  

The Emotional Drivers Behind Changing Shopping Habits

The most powerful insight from our study is that enforcement concerns operate on an emotional level. Consumers are not only reacting to news; they are responding to how enforcement makes them feel. And those feelings drive specific, measurable behavior changes.  According to our dataset, consumers cite: 

• Safety concerns (up to 33% among Latinos) 

• Protecting family or community 

• Avoiding discrimination or uncomfortable interactions 

• Privacy worries 

• Stress and anxiety connected to enforcement 

  
  

This emotional landscape extends far beyond immigration status itself. People respond based on who they care for, what they see in their community, and what narratives they hear, even indirectly. A Latino U.S. citizen may shop differently because of concerns for elderly parents or extended family. A Black shopper may alter routines based on concerns about profiling or misidentification. A Gen Pop shopper may shift behaviors because their community is tense. 

These layers create a broader “trust climate” around retail environments. 

How Perceived Risk Translates into Retail Behavior

Emotional unease naturally evolves into concrete behavior. When consumers believe enforcement may be happening locally, they approach the shopping journey with a protective mindset. They choose familiar locations, shorten visits, or reduce visits entirely. They favor online channels. They choose retailers that “feel safer,” even if prices are slightly higher. In other words, consumer behavior becomes risk‑managed behavior. 

Retailers typically interpret traffic fluctuations through the lens of competition or price sensitivity. But data suggests another interpretation: many shoppers are not abandoning a retailer for a cheaper competitor—they may simply be trying to feel safe. 

What Can Retailers Do When Shoppers Feel Unsafe 

Retailers can maintain trust by providing clear communication, offering multilingual support, creating visibly safe environments, and giving shoppers more control over how they shop: through delivery, curbside pickup, and discreet payment options. From an operational perspective, this means: 

• Making staff visible and approachable 

• Offering Spanish and English communication consistently 

• Publishing store‑level safety policies 

• Ensuring online ordering is reliable and easy 

• Integrating community partnerships that signal solidarity 

• Addressing fears before they escalate into lost traffic 

  
  

These are not political actions—they are consumer experience strategies. 

The Bottom Line for 2026 

Immigration enforcement, even when it is not happening locally, shapes shopper psychology. Retailers who recognize this will interpret customer behavior with more empathy and precision. In an era where trust drives conversion, these insights are not optional. They are competitive advantages.