Three Kings’ Bread Shortage in Cancún Due to Resellers

Cancún, Quintana Roo — With just days to go before the celebration of Three Kings’ Day on January 6, Costco, Sam’s Club, and City Club branches in Cancún have been overwhelmed by intense demand for the traditional Three Kings’ Bread, becoming focal points for families and resellers seeking to secure this emblematic product marking the end of the holiday season.

Since the beginning of the week, membership stores have reported long lines and purchases of multiple units, particularly of breads weighing up to two kilograms. Consumers have been drawn by competitive prices, which hover around 429 pesos at Costco and between 409 and 418 pesos at Sam’s Club for traditional versions, costs that are more accessible compared to other market options.

However, the phenomenon of resale has generated dissatisfaction among consumers and local merchants. Some buyers acquire large quantities to resell them in informal markets, social media, and digital platforms, where prices rise considerably and exceed 600, and even 800 pesos, taking advantage of high demand and the proximity of the date.

This practice has been criticized for limiting access for many Cancún families to the breads from these stores, valued for their size, flavor, and quality-price ratio. Consumers warn that hoarding distorts the market and turns a family tradition into a product subject to speculation.

Despite the criticism expressed on social media, the tradition of sharing the Three Kings’ Bread remains alive in Quintana Roo as a symbol of coexistence and family unity. In light of the situation, both authorities and the stores themselves have called for responsible purchases to prevent abuses and ensure that more people can access this product during the season.