The consumer changed.
Is your commercial execution too?
Mid-year vacations in LATAM: in July consumption doesn't grow evenly, it redistribute. And that redistribution becomes an opportunity—or a lost sale—depending on what happens on each shelf.
During the mid-year break, consumer spending skyrockets: in Mexico alone, more than 48 million tourists travel, and in Peru, sales grow by 25% compared to a typical month. But that momentum isn’t distributed evenly. Schedules, routes, and the retail locations where demand is concentrated change; some stores attract new customers, certain product categories see faster turnover, and promotions compete for increasingly fragmented attention.
For manufacturers and retailers, that movement is an opportunity, but also an operational challenge: understanding what is happening in each store and acting before a stockout, an incomplete display, or a delayed replenishment turns into lost sales. Beyond anticipating the season, the key is to identify what is happening at each point of sale and react in time.
In July, consumption moves—and is concentrated
July is one of the months with the highest commercial activity in the region. In Mexico, the Ministry of Tourism estimated a flow of 48.3 million tourists in the summer and tourist consumption of 829 billion pesos, up 6.3% from the previous year, with more than 34.8 million students on vacation driving sales at 4.8 million stores. In Peru, year-end bonuses and the National Holidays are boosting shopping 25% or higher than a normal month, and the average ticket goes up.
The point is not only that more is consumed: it is that this consumption is rearrange. It moves toward tourist destinations, terminals, markets, and culinary corridors, and toward categories such as food, beverages, snacks, personal care, and children's products. Other usual areas, on the other hand, are cooling down.
How much does consumption increase during the July shopping campaign?
Each bar measures a different consumption variable linked to the July campaign; they are shown together only as a directional sign, not as a direct comparison between countries. Sources: LigoPay (Peru), Niubiz (Peru), Sectur (Mexico) y Raddar (Colombia).
The sale is won at the shelf
More demand does not guarantee better results. If the product is not on the right shelf, with the right price and display, the opportunity simply disappears. And at the peak of a campaign, that gap on the shelf comes at a high cost.
When the product is not there, the sale does not wait
- Come in 20% and 30% of retail sales are lost due to out-of-stock items, poor merchandising, or replenishment errors.
- The 60% of the customers who cannot find their product, they buy it at another store.
- The 72% of the stockouts arise from internal process failures: orders and replenishment at the wrong time or in the wrong quantity.
The real cost: That level of breakages amounts to about 3.9% in lost sales for the retailer and 2% for the supplier—for each campaign, in each category. During peak demand, this figure multiplies.
Sources: out-of-stock estimates of Beetrack / Universidad de Chile, Kaizen Institute y Vision Retail.
The peak moves throughout the campaign
Within the same market, the holiday break does not concentrate demand on a single date. It begins to pick up in the preceding weeks—when households make purchases for the trip—spikes when families depart (on highways, at terminals, and at destinations), sustains itself throughout the stay, and rebounds upon return, this time in urban and residential areas.
For commercial execution, that means two stores in the same chain can experience their peak in different weeks depending on where they are located. The national average averages all of that out and hides the exact moment each store needs to be spotless.
How demand shifts throughout the campaign: an illustrative sequence based on holiday travel and consumption behavior; its exact shape changes depending on each store's market, format, and location. Baseline behavior: Sectur (Mexico) y Mincetur (Peru).
And in that window not only changes the where: also the what. Today's Latin American consumer arrives more strategically — buying in smaller formats, prioritizing promotions, and increasingly choosing private labels — so the categories that accelerate and the way they are stocked move along with the moment and place. Source: Kantar, The 2025 Consumer in Latin America.
How does Teamcore enter
Teamcore connects data, priorities, and execution so that the sales team does not depend on improvisation. The relationship with the season is structured around four capabilities:
Detect changes in demand
Analyze sales performance by store, product, region, and period to identify where opportunities or deviations appear.
Protect on-shelf availability
Prevent the most in-demand products from sitting in the warehouse, being poorly displayed, or selling out just when the shopper wants to buy them.
Prioritize the correct stores
Not all points of sale need the same intervention. Direct your effort toward the stores and opportunities with the highest impact.
Turn information into action
Translate the data into clear tasks for the field team: restock, fix a display, check inventory, or activate a promotion.
The product available, at the exact moment of purchase.
Results published by Teamcore. Source: teamcore.com.
Four actions to arrive on time
A simple path to go from reacting to anticipating before and during the July recess:
Reading historical patterns and recent signals
Compare how demand behaved in previous campaigns and detect its early movements.
Identify priority stores and categories
Map where the real opportunity is concentrated —not all stores experience the same July.
Monitor availability and promotional execution
Monitor stockouts, display, and promo compliance at the point of sale in real time.
Deliver specific actions to the field team
Convert each alert into a concrete, actionable task to recover the sale before losing it.
If your consumers have already changed the way they shop, your commercial strategy must also change the way it executes
Discover how Teamcore helps consumer packaged goods companies turn data into AI-prioritized actions that drive measurable results.
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