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Ronald Corales, a barbershop owner in Pennsylvania and the son of a Peruvian immigrant, made headlines recently by voting for President-elect Donald Trump. His decision underscores a significant shift among Latino voters, who now represent about 20% of the U.S. population. While Democrats anticipated strong support from this demographic, Trump’s appeal resonated with many Latinos, including Corales, particularly concerning economic issues.
“A lot of the Latinos are working-class people,” Corales explained. “They have families, and they often support relatives back home.” His perspective reflects a broader trend as Latino voters increasingly prioritize economic performance over party affiliation.
Did Democrats underestimate Latino voter sentiments?
Corales resides in Northampton County, which has shown a fluctuating political landscape over recent years—voting for Obama in 2012, Trump in 2016, Biden in 2020, and then swinging back to Trump in 2024. This county is home to a rapidly growing Latino community, and nationwide, Trump’s support among Latino voters surged by 14 points during the recent election.
Corales commented on his father’s deep appreciation for the American dream, noting that it even influenced his name, which pays homage to President Ronald Reagan. Today, he feels a shared understanding with Trump, especially regarding immigration policies. “Hopefully President Trump can pave the way for legalization for many immigrants,” Corales stated. “There are still countless good people here eager to contribute and pursue the American dream.”
Leslie Sanchez, a Republican political analyst, highlights that second and third-generation Latino families are acutely aware of inflation and border situations. “These challenges fostered a desire for change, leading many to feel that the Democratic Party had overlooked their needs,” Sanchez remarked. She asserts that the party “absolutely” took Latino votes for granted, assuming that growth within the community would naturally lean toward them.
“Historically, the Democratic Party of my parents and grandparents assumed that as the Latino population flourished, we would consistently back them,” Sanchez explained. With a notable 10% increase in middle-class Hispanic Americans over the last decade, economic concerns have become increasingly critical for this demographic.
The impact of rising costs
Despite a generally stable economy, recent years have seen many budget-conscious Americans express frustration over rising prices, with some opting for Trump in 2024 as a result. For instance, the cost of eggs has soared by 176% since 2019, while bread and chicken prices have also seen significant rises. Overall, there has been a 22% increase in prices in the U.S. from January 2020 to September 2023.
Chris Borick, a political science professor at Muhlenberg College, noted that many voters have become fixated on everyday expenses, such as groceries and housing. “I’ve frequently heard conversations mentioning the price of eggs during discussions about this year’s elections,” he shared.
At the Nazareth Diner, for instance, the average meal cost has jumped from $24 to $38 since 2020. Diner manager Roz Werkheiser reflected on her upbringing in a Democratic family, recalling, “My mother always said we should vote Democrat; they support the poor.” However, she lamented that even as inflation and interest rates decline and wages increase, many like her aren’t feeling the benefits. “No one I know has seen their wages rise,” she commented.
According to Anthony Salvanto, CBS News’ executive director of elections and surveys, Trump supporters are optimistic about economic improvements under the new president. “The party in power often gets blamed for unfavorable economic conditions,” he said, emphasizing that there are many factors at play.
Challenges for the Democratic campaign
As the election continues, Vice President Kamala Harris is projected to fall several million votes short of Biden’s 2020 tally. Salvanto remarked that the Harris campaign struggled with voter turnout, particularly among those who did not participate in the 2020 elections. “The Trump campaign effectively energized these non-voters, leading them to favor Trump,” he noted, highlighting an unexpected result where female voters did not mobilize as anticipated, particularly around the abortion issue.
Democratic Congresswoman Susan Wild, who represents Northampton County, recently lost her seat to a Trump supporter by a narrow margin. She reflected on the disconnect her party faces, stating, “When you’re battling to pay rent or feed your family, social issues like LGBTQ rights or reproductive rights may not take precedence.” Wild expressed a need for the Democratic Party to engage more meaningfully with constituents who feel overlooked.
The path forward
Following the election results, Trump successfully claimed victory in all seven battleground states, with a notable shift occurring even in regions that previously supported Biden. Currently, Trump has garnered over 50% of the popular vote while making inroads with key demographics, including young voters, Latinos, and women. Republicans are poised to reclaim control of both the Senate and potentially the House, with over 80% of counties leaning right on Election Day—a trend that suggests a possible long-term shift.
“This represents a significant change, not only in battleground states but in traditionally Democratic areas as well,” Salvanto stated. Sanchez believes that if Trump can deliver on economic promises, it could forge lasting relationships with these voters in future elections. “If he succeeds in making families feel financially secure, he could maintain their support for several election cycles,” she concluded.
Borick also emphasizes the need for a reevaluation within the Democratic Party: “Northampton County, long a Democratic stronghold, is undergoing a transformation. The party must explore what this change entails, whether through candidates or issues.” The changing political landscape calls for a more nuanced understanding of voter concerns moving forward.
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