Nostalgic Commerce: The Other Growth Engine

Latino nostalgia is quietly fueling a key piece of the U.S. economy. But shifting immigration policies, inflation, speculation, and evolving consumer habits are shaking up how this market behaves—cutting into big-box retailers and giving small neighborhood shops a boost.

Why it matters. This isn’t just about emotion—nostalgic spending drives millions in exports for Latin America.

• In 2023 alone, Guatemala exported USD 404 932 worth of black beans to the U.S., according to the country’s Ministry of Agriculture (MAGA). Back in 2014, the figure was as high as $2.3 million.
• At a Costco branch in Boston, a store manager estimates that Latino goods account for nearly 10 % of food spending in Hispanic households.
• “Latin products make up between 8 % and 12 % of our sales in some cities,” he notes.

What’s happening. In response to uncertainty, many consumers are skipping supermarkets and turning to smaller corner stores—or cutting back on purchases altogether. This shift has hit major retailers where it hurts.

• Some stores report falling sales of Latino goods in areas with large undocumented populations.
• “Many customers tell us they feel safer supporting small businesses,” says a Walmart employee in Boston.
• Independent shops and Latino-run supermarkets have stepped up. These businesses are now safe havens—spaces of resilience, culture, and connection.

The takeaway. Beyond dollars and cents, there’s something deeper at play: identity and belonging.

• Items like corn, black beans, achiote, and tamarind aren’t just pantry staples—they’re bridges to home.
• “It’s not just about eating what we love. It’s about feeling safe,” says Ana Morales, a Guatemalan living in Boston.
• Still, Central American exporters of processed beans have reported a noticeable drop in U.S. demand.

The numbers. It’s not just how big the Latino economy is—it’s how fast it’s growing.

• Between 2010 and 2023, Latino GDP in the U.S. expanded 2.3 times faster than the national average. Real consumption rose 2.6 times faster, fueled by higher wages and growing educational attainment.
• Latinos are earning more degrees at triple the pace of other groups.
• Labor force participation is also at record highs—6.7 points above the national average.

What’s next. Nostalgic commerce is navigating a complex moment—one that’s full of risk and reward. For big chains, adapting to Latino consumers' evolving needs is no longer optional.

• Meanwhile, small Latino-owned businesses are seizing the chance to become cultural and economic anchors.
• Nostalgic consumption has grown into a powerful driver. The latest U.S. Latino GDP Report highlights major strides in income, education, and resilience—positioning this community as an economic force.
• Beyond food, Latinos are powering sectors like finance, real estate, retail, and manufacturing—reshaping the American economy from the inside out.

Bottom line. Even as spending patterns shift, new trends are taking root. Retail strategies are evolving, investments are being redirected, and economic diversity is growing. It’s not just a movement—it’s momentum.