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Tamale season brings sales boost to Stockton's Mexican businesses

Mexican businesses in Stockton are expecting a nearly four-fold increase in sales this weekend as families make tamales.

STOCKTON, Calif. — The holidays have arrived and for many Mexican families that means it's tamale-making season. Some small businesses in Stockton are expecting to see a boost in sales while they help families keep traditions alive.

There was a line outside the door Friday at South Stockton's El Dorado Market and the phones were ringing as orders were being shouted out.

"Today is the third busiest day of the year," said owner Emiliano Solorio. "Tomorrow is the second busiest day of the year and the 24th is the busiest day of the year."

It was a busy day Friday for Solorio and his team, but this weekend, they’re bringing in extra money by selling pre-made masa, a dough-like ingredient key for making tamales.

"It's always a tradition on Christmas Eve," said Solorio. "All the families get together and they make tamales."

Dora Sisneroz braved the line to get ingredients for her family's dinner this weekend. 

"We got 35 pounds of masa," said Sisneroz. "My sisters and my daughter are going to get together and make tamales of course."

Sisneroz was not the only one who was buying last-minute ingredients. Solorio says he plans to sell more than 4,000 pounds of the corn-based dough this weekend alone.

"We just feel really blessed," said Solorio. "We do a lot of beans and rice, chile colorado, chile verde."

Meanwhile, at La Victoria in downtown Stockton, it was also all hands on deck for Carmen Torres and her team.

"Today it's been really busy. We have a lot of orders for tomorrow Saturday, Sunday and Monday," said Torres, who owns the nearly 37-year-old market and bakery. "It's a good time for our business."

Torres is expecting an at least four-fold increase in sales this weekend alone with customers mostly buying the same familiar ingredients and food.

"They buy most, the tamales and masa," said Torres. "All the ingredients to make tamales."

Both markets will be open this weekend, but owners say to bring patience because lines and long wait times are expected.

While the surge in business can be stressful for both markets, which brought in extra staffing to keep up, the ability to boost business and keep traditions alive puts smiles on their faces.

"Sunday is going to be a way longer line," said Solorio. "But when everybody gets their food and masa and tamales, they're just happier than heck."

🫔Tamale season is back! It’s all hands on deck at La Victoria and El Dorado Market in #Stockton as thousands of families...

Posted by Gabriel Porras on Friday, December 22, 2023

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