Twinkling holiday lights cast a warm glow and Christmas carols blare from speakers at the Outlet Shoppes of El Paso. But in these pandemic times, something is missing from the traditional holiday scene on the border: shoppers from Mexico.
“Yeah, it has affected us. Normally this time of year it’s a little more packed in the mall and everything,” said Lawnie Lazalde, a employee of Mr. C’s Toys, a local business with a kiosk in this open-air mall. This time of year, he and his coworker should be busy as Santa’s elves selling the hottest toys. “We got baby Yoda, like Mickey Mouse, Sonic the Hedgehog,” he said pointing to the shelves.
Pre-COVID-19, he estimates Mexican shoppers accounted for half of Mr. C’s Toys sales. The pandemic is ravaging economies on both sides of the border during the most critical time for retailers, the holidays.
University of Texas at El Paso economics professor and Trade in the America’s Chair Tom Fullerton estimates shoppers from Mexico account for $1 billion in annual retail activity. “There are large figures occurring in Laredo, McAllen and Brownsville as well,” he said.
“Casual day trips across the border into Texas are not occurring in 2020,” said Fullerton. The losses will have consequences in the new year. “There are going to be a greater number of retail business closures in January than is usually the case in El Paso,” Fullerton said. That will also raise unemployment above what generally happens seasonally after the holidays according to Fullerton.
The impact of Mexican shoppers is evident in the Borderplex Economic Outlook to 2021 report authored by Fullerton. The total pedestrian border crossings into El Paso were projected to reach nearly 7.5 million and total personal vehicle crossings were forecast to exceed 11.8 million before the pandemic.
But pandemic travel restrictions imposed under an agreement by the U.S. and Mexican governments in March and extended through January 21st have led to a virtual shutdown of the border most of this year. Travel restrictions at land border crossings are allowed only for essential reasons including medical appointments, academic activities and work. Shopping is not on the list.
That’s translated into a bleak Christmas for El Paso retailers who traditionally rely on shoppers from Mexico. The impact is evident at the Outlet Shoppes of El Paso. Normally, there’s an overflow parking lot full of vehicles with license plates from Chihuahua, Durango, Coahuila and other states in northern Mexico during the busy holiday season that runs through Three Kings Day January 6th in Mexico.
South El Paso street depends heavily on Mexican shoppers who walk across. These days there’s some incidental shopping by Mexican citizens who pick up a few things while in El Paso for essential reasons.
Others rely on relatives who live on the Texas side like Herinda Santillana. On a recent Saturday the Fabens resident was shopping with her granddaughter over video chat. She used her phone to show the young woman different styles of boots on sale at a south El Paso store just a block from the international bridge.
“Are these good?” asked Santillana. “No,” replied her granddaughter. “How about these?” Santillana waved her phone over a half a dozen different boots before her granddaughter saw a pair she liked. “They only have that style in one color,” she told her after inquiring with a salesclerk.