By Ron Margulis S ummer has always meant cherries to me. From my early days of working at my dad’s supermarket in New Jersey, I looked forward to the first shipment of Bing cherries from the Pacific Northwest, knowing there were a few months of sweet summer goodness ahead. As the summer of 2025 starts getting into full swing and fami- lies gather for outdoor celebrations, there is an equally sweet opportunity for Hispanic food retailers to energize sales and deepen community connections. Seasonal promotions and smart merchandising can trans- form stores into a destination for summer flavors, traditions and memorable experiences. Family Events to Attract Customers Hispanic consumers are known for making grocery shopping a family affair, viewing it as a joyful experience rather than a chore. According to Mintel’s 2022 market report, most Hispanic shoppers take sole responsibility for grocery shopping, but making it a family event opens doors for growth. Summer is the perfect time to host family-oriented events— think grilling demonstrations, salsa-making classes, or cultural festivals in partnership with local chefs and organizations. These gatherings not only boost traffic but also create a welcoming environment that resonates with core values of community and togetherness. Ideas to Create Summer Promotions Cross-merchandising relevant products drives bigger basket sizes and sparks new meal ideas. For example, pairing marina- ted meats with tortillas, salsas and cold beverages like Jarritos creates a one-stop solution for grilling season. Authenticity remains a cornerstone for Hispanic food retai- lers. Shoppers crave genuine flavors and traditional recipes, but they’re also open to culinary innovation. Curate summer promotions around regional specialties— such as Oaxacan cheese for quesadillas or Peruvian aji for marinades—and collaborate with local chefs for in-store tastings or cooking classes. These experiences encourage trial, educate customers and differentiate your store from mainstream competitors. Health-consciousness is on the rise, and summer is an ideal time to spotlight fresh produce, nutritious snacks and better-for-you options. • Retailers need to clearly label healthy products. • Share recipes for lighter summer meals. • Offer tips for incorporating more produce into traditional dishes. Hispanic shoppers, especially millennials, are digitally savvy and increasingly turning to online channels for grocery shopping. Surveys from Circana and others show that Hispanic consu- mers plan to increase their online purchases at a faster pace than non-Hispanics, with a strong focus on convenience and value. Promote exclusive online deals, recipe inspiration and digital coupons through your website, social media and email newslet- ters. Consider offering online ordering and delivery services to capture this growing segment and ensure your digital presence is bilingual and culturally relevant to foster inclusivity. Summer is more than a season—it’s an invitation to cele- brate culture, family and food. By embracing summer seasonal promotions, creative merchandising and authentic engagement, Hispanic food retailers need to turn up the heat and become the heart of their communities. Stay attuned to evolving preferences, leverage digital tools and make every summer occasion an opportunity to connect, delight and grow. And promote cherries more, for me. How Hispanic Food Retailers Can Win the Summer 46 JULY / AUGUST 2025 ABASTO.COM