Father’s Day and World Cup expected to generate $12.2M for Reynosa businesses

Father’s Day celebrations and FIFA World Cup 2026 watch parties are expected to generate more than 230 million pesos, or approximately $12.2 million, in economic activity in Reynosa, according to the National Chamber of Commerce, Services and Tourism of Reynosa, known as CANACO.

The business organization expects increased spending across supermarkets, convenience stores, restaurants, bars, electronics retailers, entertainment venues, sporting goods stores and businesses selling soccer-related merchandise.

“The coincidence of Father’s Day and the FIFA World Cup represents an extraordinary opportunity for local commerce,” said Gildardo López Hinojosa, president of CANACO Reynosa. “Thousands of families will gather to celebrate and enjoy the matches, generating greater economic activity for our businesses.”

A changing Father’s Day shopper

But retailers say the spending boost also reflects a broader shift in consumer behavior.

Raymundo Medina, assistant manager of a Soriana store in Reynosa with 20 years of retail experience, said Father’s Day shopping has changed as younger fathers drive demand for more practical, personal and hobby-related gifts.

“The focus is no longer on the older father,” Medina said. “Today it’s the younger dad. It’s more about sportswear, tools and things you know he will actually use.”

Seasonal promotions reflect that shift, with discounts on televisions up to 100 inches, tools, men’s apparel, wines and spirits, as well as products tied to family gatherings and backyard cookouts.

One of the fastest-growing categories is collectibles.

Themed figures, collectible vehicles, gaming merchandise and trading cards are attracting more adult consumers, particularly younger fathers interested in entertainment and popular culture.

“I’m bringing merchandise from other stores and other cities because it doesn’t stay on the shelves,” Medina said.

The trend reflects a broader change in purchasing behavior as shoppers increasingly seek products connected to personal interests and experiences rather than traditional gifts.

World Cup drives a second spending wave

The World Cup is creating another spending wave.

Retailers report increased sales of jerseys, soccer balls, sticker albums, trading cards, drinkware and tournament-themed products as the competition progresses.

“World Cup albums and trading cards took off,” Medina said. “We sold out within a week.”

The tournament is also driving traffic to electronics, food and beverage departments, particularly as families gather to watch matches together.

Barbecue-related spending remains one of the strongest links between Father’s Day and World Cup celebrations in northern Mexico.

At Soriana, the best-selling cuts include chuck roll, top sirloin, T-bone steaks, ribs and marinated products. To meet demand, the store receives between 1,764 and 3,307 pounds of meat per shipment, with deliveries arriving twice weekly.

Retailers are also seeing demand for higher-value products, including marinades, seasonings, grilling tools, specialty cuts and beverages such as mezcal.

Experiences become part of the retail strategy

Businesses are also using in-store experiences to attract customers.

For Father’s Day, Soriana plans to host Hot Wheels races, FIFA gaming tournaments and family-oriented activities supported by large-screen displays throughout the store.

CANACO estimates the combined impact of Father’s Day and the World Cup will generate spending well above a typical weekend, benefiting hundreds of businesses connected to commerce, services and entertainment.

“Every purchase made through formal commerce strengthens family-owned businesses, creates jobs and contributes to the economic growth of our city,” López Hinojosa said.