Tijuana retailers expect sales to jump as much as 45 percent above a normal day this Mother’s Day, Sunday, May 10, according to Julián Palombo Saucedo, national adviser for the Confederation of National Chambers of Commerce, Services, and Tourism (Concanaco) in Tijuana.
The projection covers the entire retail landscape of Mexico’s largest border city. Palombo singled out florists, jewelry shops, department stores, restaurants, cafés, beauty salons, bakeries, and convenience stores as the sectors likely to see the biggest surge in foot traffic and revenue.
Cross-Border Shoppers Drive Demand
Tijuana continues to draw residents of Southern California, Nevada, and Arizona who cross the border to celebrate with family, Palombo said. That cross-border flow adds a layer of spending on top of local demand, pushing holiday sales well above average.
Mexico celebrates Mother’s Day on May 10 every year, regardless of the day of the week. In 2026 the date falls on a Sunday, giving families a full weekend to shop and dine. The fixed date means Tijuana’s Día de las Madres does not always align with the U.S. holiday, but this year both countries mark the occasion on the same day.
A Call to Shop Local
Palombo urged residents to support Tijuana businesses by choosing formal, established retailers over informal vendors. He said patronizing licensed shops helps sustain local jobs and strengthens the city’s commercial base.
Popular shopping corridors such as Zona Río, Plaza Alameda Otay, and the downtown Avenida Revolución area are expected to be packed in the days leading up to May 10. Restaurants across the city typically offer special Mother’s Day menus, and reservations at popular spots fill up quickly.
For anyone planning to cross the border for the holiday, wait times at the San Ysidro and Otay Mesa ports of entry tend to spike on Mexican holidays. Northbound lines on Sunday evening and Monday morning could stretch well beyond the usual one to two hours.
The sales forecast was first reported by Semanario ZETA.