Yendo de compras

Going shopping in Xalapa ranges from the typical American mall to smaller open-air markets. Some observations about my shopping experiences:

Most shops have very tight security - it is common to check a knapsack or purse at the door before entering. There are also a lot of men around with visible guns, although these are mostly to protect banks and other financial institutions.

Advertising for stores, products and services is quite unique. Sometimes this involves tactics to catch the passerby's attention, such as large dancing mascots (e.g. Dr. Simi) and women dressed in spandex. A lot of stores hand out flyers to passers-by - one flyer I have received at least a dozen times is for a dental practice downtown.


Shortly after arriving I noticed that most TV commercials are required to have small messages printed along the bottom of the screen. These messages have a social theme, and I assume are mandated to counteract some of the negative impacts of excessive advertising. For example, the bottom of a candy advertisement might read COME BIEN (eat well) or HAZ DEPORTE (exercise). Other messages include CUIDA EL AGUA (conserve water - often seen in detergent ads) and SALUD ES BELLEZA (health is beauty - cosmetic ads). I think that some advertisers include messages using a similar font to make it seem as though their message is for the social good, when it is actually promoting their product. For instance, the message LA LECHE ES PROTEINA (milk is protein) often shows up along the bottom of milk ads.

Many stores and banks offer credit on purchases or small loans. Liverpool - the largest department store in the mall - has an overnight sale where the biggest deal is the low-interest credit on large purchases.


There are a few places to shop in Xalapa where I really enjoy the atmosphere. Mercado Jauregui is a well-known market in the downtown area that is a Mexican version of Toronto's St. Lawrence Market.


The main floor of the market features a variety of goods, including fake flowers, dried chiles, piñatas, religious statues, incense, raw meat, tacos and shoes. (I will get into shoes later.)




Another hot spot to shop is Callejón Diamante, which I referred to as "hippie alley" before I knew its actual name. The Callejón is a small pedestrian street with vendors on either side selling jewelry, shawls, sweaters, buttons, wristbands and purses - all in the latest of bohemian fashions.


Several vendors advertise hair wraps, and display sample styles on doll heads:


Finally, there are the zapaterías (shoe stores). In the downtown area I am certain there are more than two dozen shoe stores - some of the same chain with franchises spread out over a few blocks. Mexicans, especially women, generally wear remarkably trendy shoes. I don't know what came first - the Mexican demand for fashionable footwear, or the prevalence of relatively inexpensive shoe stores. Most stores have their shoes behind glass; to try on a pair a customer requests the number and size of the desired shoes at the register. The cashier then radios the store room, and the shoes (often) descend from the ceiling on a pulley elevator.