Donald Trump’s 2024 presidential campaign is experiencing an unexpected surge in support in Pennsylvania, a development that could be crucial in the state’s closely contested race. Traditionally known for his strong appeal among blue-collar white voters, Trump is now making significant strides with Latino communities in cities like Reading, an area where Democrats have historically held an advantage.
According to a recent report from Politico, Trump’s campaign strategy is heavily focused on Pennsylvania’s Latino population, specifically targeting neighborhoods with large Puerto Rican and Dominican communities. In Reading, where Latinos represent nearly 69 percent of the population, Trump’s team is proactively engaging with the community, including the opening of a “Latino Americans for Trump” office in the city center. Eddie Morán, the city’s Latino mayor and a Democrat, recognized the impact of this outreach effort. “Man, that was brilliant—just brilliant,” Morán said regarding Trump’s strategic decision to establish his campaign office on Penn Street, highlighting the boldness of directly engaging with the heart of the Latino community.
“In Pennsylvania, the Trump campaign has invested heavily in direct outreach, trying to welcome Latinos into the GOP with a simple message: Whatever you think about Trump’s crudeness on race, he’s better for the economy than Harris,” Politico reports. “And in Pennsylvania, like the rest of the country, the economy is the top issue for Latino voters; indeed, polls find issues like anti-racism rank far below kitchen-table questions like healthcare and public safety. Latinos vote strategically.”
The increase in Latino support for Trump is noteworthy, as Pennsylvania’s Latino population has rapidly grown over the past decade, particularly among new voters in the eastern industrial corridor known as “the Latino Belt.” While these areas have traditionally leaned Democratic, there has been a growing receptiveness to Trump’s economic messaging. Pastor Tony Perez of Iglesia Betania, a Spanish-speaking evangelical church in Reading, stated that the economy is the foremost concern for many Latinos. “Honestly, the biggest issue for Hispanics is the economy, not the pro-life issue,” Perez explained. “We have truck drivers in our church who say they used to make $1,000 a day, and now they’re barely making $2,000 a week because gas has gone up and loads have decreased.”
Trump’s campaign leverages these concerns by focusing on job security, economic stability, and inflation. Republican Michael Rivera, a Berks County commissioner and a prominent local GOP figure, contended that the rising cost of living under the Biden-Harris administration has prompted many to explore a Republican alternative. Rivera emphasized that “housing costs, utilities, groceries—it’s all gone up,” noting that many residents in his district are experiencing financial difficulties, especially with increasing housing insecurity.
Nevertheless, Democrats are not allowing this shift to go unchallenged. The Harris campaign has countered by criticizing Trump’s history of controversial comments about Latinos. The recent backlash against a joke made by a Trump-affiliated comedian, who referred to Puerto Rico as “an island of garbage,” has prompted the Harris team to engage with Latino voters with renewed urgency. Despite this, Trump’s ongoing presence in cities like Reading, where he recently held a rally, is resonating with voters who feel overlooked by Democratic leadership.
Disclaimer: This article may contain commentary which reflects the author’s opinion.