Every calendar year ends, the end-of-year festivities mark not only the end of a period, but also constitute a ritual by which people in society tend to mark the end of one cycle and the beginning of another.
The social function of the festivals and their ritual meaning are a classic study object from anthropology and other social sciences. In Mexico, this period of festivities has extended in the imagination from September 16 to the Three Kings Day festivities, already entered the new year. Food is an essential part of the ritual sense of a celebration and in the case of the end-of-year festivities it has also been the subject of analysis in the way in which we as consumers behave.
Given the inflation in food prices that we experienced this year, as a result of different situations such as the pandemic crisis, the logistics crisis in the world, and the Russia-Ukraine war, food prices increased not only in Mexico, but also in all the world. Given this issue, international attention has been paid to how the rise in prices of some basic products has affected the way in which people consume ingredients or already cooked products that are associated with the holidays.
Since the Day of the Dead in Mexico, different media have alerted about the rise in the price of bread of the dead, and the way in which its different presentations were consumed according to different strata of the population. In the United States, there is an alert about the rise in the price of turkeys, the iconic food of the Thanksgiving and Christmas holidays. An increase in the price of the ingredients has also been estimated to accompany the main dishes. Beyond the rise, some analysts wonder if objectively, consumers stop buying these products, decide to replace them with cheaper ones, or simply go into debt to comply with the canons of a traditional festival.
The answers to these questions are varied and complex, since not only objective factors such as rising prices intervene in the purchase decision, but also more subjective factors that are often the ones that determine the decisions. Among these factors, precisely the weight given to parties can sometimes be more than seeking strategies to substitute ingredients or opt for a “less orthodox” menu based not only on price, but also on other personal or group preferences. subjective. Given the rise in prices, some chains, for example, suggest replacing fresh turkey with frozen turkey – which is cheaper – or even chicken. The difficulty for many people lies in the fact that symbolically for people of a certain social stratum, the chicken does not make a distinction between what would be a daily meal and a party meal.
There are consumers who, faced with the rise, do nothing more than allocate a higher proportional part to the purchase of “typical” ingredients, even if this means an imbalance in the proportional part that goes to food from family spending. This aspect studied by Maurice Halbwachs as a classic of food expenditure and the difference in socioeconomic level, puts on alert the well-being of families who see their income increasingly compromised.
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