The end-of-year sales season—Thanksgiving, Black Friday, Christmas—is once again a key moment for our Hispanic supermarkets. But 2025 is not like 2020 or 2022. Today, the challenges and opportunities have changed: moderate but persistent inflation, more informed and demanding consumers, and a market in which omnichannel retailing is no longer an option but an obligation.
A DIFFERENT CONSUMER DEMANDS A DIFFERENT STRATEGY
After years of social and economic change, our customers are not only looking for competitive prices; they are also looking for proximity, authenticity, and convenience. Hispanic households, which already represent one of the main drivers of retail growth in the United States, are planning their purchases in advance and mixing physical and digital channels. Shopping carts are no longer filled the same way as before: today there is less impulse buying and more comparison shopping.
For our stores, this means reviewing every category and every linear foot of shelf space. It’s time to leave behind the “it’s always been done this way” mentality and dare to refine our assortments, prioritize high-turnover products, and revamp our store presentations.
SMART PURCHASING AND LOGISTICS WITHOUT SURPRISES
In previous years, the container crisis and the shortage of drivers complicated the supply chain. Although the situation has stabilized, it is not wise to be complacent. International purchases must be finalized in advance and sources diversified—taking advantage of regional alliances and local producers—to avoid stock shortages in the final stretch of the year. In addition, planning promotions with real data—by product family, average ticket, and expected margin—will help measure results and negotiate better with suppliers.
Cooperatives and purchasing centers continue to be a great resource for securing “assortment funds” and complementing the offer without overloading inventories.
OMNICHANNEL: THE BIG COMPETITIVE DIFFERENCE
In this campaign, online service must be ironclad. Whether it’s an app, website, or phone, ensuring availability and timely delivery is key to building loyalty.
Every order fulfilled on time and in the right way is a repeat customer who will recommend you. And every improvement in delivery times is an advantage over larger, but less agile, competitors.
Let’s not forget that the experience is also built inside the store: clear aisles, impeccable cleanliness, shopping carts in good condition, and cashiers trained to say goodbye with a smile and thank customers for their purchase. These are small details, but they multiply the perception of value.
COMMITMENT TO THE COMMUNITY
As Hispanic retailers, we have a social duty to our communities. This season is perfect for strengthening that relationship: outreach initiatives, support for local producers, solidarity programs, and bilingual messages that reflect our culture.
The word “closeness” should be our banner.
PREPARE FOR A HISTORIC YEAR-END
With operational discipline, smart assortments, advance logistics, and excellent customer service, our supermarkets will achieve one of their best
Christmas campaigns in the last decade.
We must view this campaign as a major evaluation test that our customers will subject us to, and if the result is positive, we will obtain the most precious thing: loyalty. Now is the time to differentiate ourselves.
Happy holidays and happy sales!