N.J. Governor Race Heightens Focus on Latino Voter Influence

Passaic County, New Jersey — The race for governor of New Jersey is intensifying as Democratic nominee Mikie Sherrill aims to regain the support of Latino voters, a crucial demographic in the state, while her Republican challenger, Jack Ciattarelli, seeks to build on Donald Trump’s gains with this group.

On October 23, 2025, Ciattarelli campaigned in Clifton alongside Puerto Rico’s Republican Governor Jenniffer González-Colón, encouraging early voters. The following day, Sherrill rallied in Paterson with local Congresswoman Nellie Pou, speaking in Spanish to connect with the audience. “Recuerda, este estado no es rojo. No es morado. Es azul,” Sherrill emphasized, reminding attendees that New Jersey is primarily a blue state.

Latino residents constitute nearly 22% of New Jersey’s population, with Passaic County having the highest percentage at approximately 43%. Following Trump’s success in the county in the 2024 elections, where he flipped a significant deficit into a narrow victory over Kamala Harris, the dynamics of Latino voting are crucial for both candidates.

Patricia Campos-Medina, vice chair of Sherrill’s campaign, highlighted the importance of Latino voters in this election, stating, “We will make the difference.” Early polling suggested Sherrill maintains a slim lead among Hispanic voters, with 53% favoring her.

Ciattarelli, who previously lost by a small margin to Democratic Governor Phil Murphy in 2021, expressed confidence in winning over Hispanic voters. He stated, “There are 2 million Hispanic Americans that call New Jersey home,” emphasizing his efforts to connect with every minority community in the state. During a recent event in Paterson, he declared to Latino pastors, “Es hora!” or “It’s time.”

As early voting commenced, Ciattarelli promised that his governorship would focus on the prosperity of minority communities, including Latino citizens, while also addressing their top concerns like high taxes and utility costs.

On the Democratic side, Sherrill’s campaign addresses economic issues that resonate with Latino families, including utility cost reductions and support for small businesses. However, the campaign faces the challenge of countering Trump’s influence that buoyed Ciattarelli’s campaign among these voters.

Passaic Mayor Hector Lora noted that the local electorate often votes for local Democrats while aligning with Republican presidential candidates, underscoring the unique dynamics at play in the county.

As Election Day approaches, the stakes become increasingly high. Both candidates continue to adjust their strategies to engage Latino voters, a pivotal part of New Jersey’s electoral landscape. With the Department of Justice set to monitor polling sites, the integrity of the elections remains a major focus amidst the heightened tensions of the campaign.