Democratic U.S. Senate candidate James Talarico is conducting an extensive campaign in Texas border communities to regain support among Hispanic voters who moved toward the Republican Party during the previous election cycle. His efforts focus on predominantly Hispanic counties that voted Democratic historically but swung significantly toward Republican President Donald Trump, drawing national attention for their political shifts.
Residents and local leaders in the border region cite two primary factors for the rightward movement: increased border crossings and rising costs of living. While border crossings have declined substantially since the previous administration, inflation remains a concern for voters in these communities. Talarico, a former middle school teacher and state lawmaker, has centered his campaign messaging on economic grievances, criticizing his Republican opponent, Texas Attorney General Ken Paxton, as serving wealthy interests and arguing that the economic system is rigged against working families.
Talarico faces significant electoral headwinds, as no Democrat has won a statewide election in Texas since 1994. His campaign must overcome Hispanic voter sentiment that shifted during the last election, with some communities like Maverick County showing dramatic swings toward Trump. National polling indicates that Hispanic approval of President Trump has declined since taking office, which may provide Democrats an opening if economic conditions do not improve.
Paraxton’s campaign strategy emphasizes immigration enforcement and border security, leaning heavily on his record of lawsuits against the previous administration and support from the National Border Patrol Council. He has also targeted Talarico on social and religious issues, referencing controversial statements the Democrat made about religious topics in the Texas House. The Republican campaign’s Hispanic outreach director has characterized Talarico as insufficiently strong on border security and cartel threats.
Talarico has not entirely avoided immigration topics, pledging investment in border surveillance technology and additional border patrol agents during campaign stops. However, he has focused primarily on economic messaging, suggesting that earlier Republican promises on inflation and other issues have not materialized for border communities. The outcome of this Senate race could significantly impact Democratic prospects for controlling the U.S. Senate.
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