Reynosa families adjust holiday budgets amid rising costs to keep Christmas dinner traditions

Amid rising prices, families in Reynosa are navigating the holiday season by adjusting their shopping habits, comparing prices across supermarkets, and redefining budgets — without giving up one of the year’s most important traditions: the Christmas dinner.

Holiday shoppers in northern Mexico recently shared how increases in basic goods have impacted their spending, while agreeing that traditional dishes remain a priority for bringing families together — many of whom travel from other cities and even the U.S. to celebrate.

Those pressures reflect broader inflation trends across northern Tamaulipas, which have pushed up the cost of everyday goods in cities such as Reynosa and Matamoros, as previously reported by the Rio Grande Valley Business Journal.

“The dinner cannot be skipped.”

For Carmela Cerda García, Christmas continues to revolve around turkey, tamales, and pozole, even though she said prices have increased significantly on certain items.

“Prices are through the roof, but there’s no way around it—we have to make our Christmas dinner,” she said while shopping at Smart Supermarket earlier this week. 

Cerda said the meat used to make menudo and the corn husks for tamales are among the products that have risen the most in price. 

Still, she said, the expense is worth it.

Her family has decided to absorb the higher costs to keep the traditional menu so that her children and grandchildren, who are traveling from McAllen to Reynosa, can enjoy the holiday together.

Brand adjustments and higher spending

Rosalía Martínez Bautista, who usually bakes chicken and green spaghetti for four people, estimated that her holiday spending would be higher than last year.

“The increase has been significant,” Martínez said. 

Last year, she spent about 2,500 pesos, or roughly $140. This year, she expects to spend nearly 3,500 pesos, or about $190. 

To adjust, she said she was switching brands and opting for more affordable products.

Martínez said dairy products — particularly those used to make a traditional Mexican apple salad — were among the items most affected by price increases.

“We’ve compared prices between supermarkets, and in some places the increase is more noticeable,” she said.

Different perceptions of prices

Not all consumers agree that prices have risen across the board. 

Dorotea Francisco Santiago, originally from San Luis Potosí and a Reynosa resident for 27 years, believes some meats are actually cheaper than last year.

“The price of pork dropped from 70 pesos per kilo to 50,” she said about . 

She estimated spending about 5,000 pesos, or roughly $275, for Christmas dinner this year, depending on what she ultimately prepares — tamales, baked ham, ribs, pozole, or menudo.

For her, freshness and product quality matter more than price when choosing where to shop.

Holiday shopping as a family tradition

Beyond the numbers, the holiday season also reflects a strong social component. 

In supermarket aisles, it is common to see mothers and daughters shopping together, reviewing lists, comparing prices, and making decisions as a family.

That was the case for 12-year-old Constanza, who has been helping her mother prepare the Christmas dinner since she was 9 years old. Her family declined to provide their last names. 

“I like helping my mom because sometimes she’s very impatient and needs someone there by her side,” she said.

This year, her family is preparing a discada — a traditional dish from northern Mexico in which chopped meats and vegetables are cooked over an open flame on a large, round metal plate. Their family budgeted about 5,000 to 6,000 pesos, or roughly $275 to $330, to cover side dishes, desserts, beverages, and disposable items for about 24 people.

“We always make a list and shop one or two days before to take advantage of better prices,” Constanza’s mother said, noting that they often notice slight price reductions as the dinner date approaches.

Christmas desserts remain in high demand

Sandra, who has worked in the bakery and pastry area of Smart Supermarket for six years, said demand for Christmas desserts remains strong, even as prices rise.

“Chocoflan is one of the most popular items, along with cheesecake pies and tres leches cakes,” she said. 

Traditional bread, such as croissants and rolls, continues to be a holiday staple in high demand. 

“There are many cakes, and thank God, they all sell,” she said, noting that some customers cross the U.S.-Mexico border just to purchase desserts in Reynosa. 

Sandra said that as long as employment figures remain strong, consumption will remain steady. Still, she advised families to manage their resources carefully to avoid the traditional post-holiday financial strain.