75 • March | April 2026 • abasto.com about a large photo of your employees welcoming your customers? Your store has enormous potential to “make your customers feel better.” Examples of effective messages: “Thank you for trusting us. We are here to serve you, today and always.” “This store exists for and because of our community.” “We are proud to serve our families, in good times and in difficult times.” These messages are not political: they are gestures of gratitude and recognition toward those who continue to trust the store. Final Thoughts Despite these changes in shopping habits, Hispanic pur- chasing power continues to grow and is projected to reach nearly $2.8 trillion by 2026. The challenge is not a lack of demand, but understan- ding how the community’s needs are changing. Today, Hispanic retailers have the opportunity to de- monstrate that they understand their customers beyond the transaction. Stores that know how to listen, adapt, and communicate with empathy will not only protect their businesses but also strengthen lasting bonds. Because, in the end, communities don’t just remember prices. They remember who was there when they needed it most.