With the holiday season still fresh in the minds of many, anticipation is building for the upcoming Día de Reyes Magos on January 6, 2025. One of the most beloved traditions surrounding this festive date is the Rosca de Reyes, a symbolic pastry representing family unity and tradition. This year, major retailers Costco and Sam's Club are set to roll out their famed Rosca de Reyes, but here's what you need to know.
According to Telediario, the Rosca de Reyes is more than just dessert; it embodies the spirit of family gatherings and cultural heritage. Customers eagerly look forward to this annual treat, which is shared among friends and family, often with the joy of finding the hidden figurine inside—a symbol of protecting the child Jesus from King Herod. The date is steeped with tradition, as the Rosca is usually enjoyed alongside tamales on the Día de la Candelaria on February 2.
For 2025, both retailers are ensuring availability and affordability to meet high consumer demand. Costco has set the price of its traditional Rosca de Reyes at around $379 pesos. Sales are scheduled to begin on January 2, running up to January 6, coinciding perfectly with the celebration. Sam's Club, controversial for its slightly higher price at $428.63 for their gourmet Member's Mark 2 kg Rosca, also kicks off its sales next month.
During past seasons, demand skyrocketed. Last year witnessed unprecedented scenes as customers flocked to stores, and many resellers took advantage of the situation, marking up prices significantly. Responding to last year’s chaos, which included scarcity at stores, Costco has devised a purchasing strategy to deter both shortages and consumer backlash. They aim to keep significant stock levels to avoid any disappointments.
Why are these oversized pastries so sought after? The Rosca at Costco, known for its rich ingredients and delightful decorations, features additives like almonds and vibrant candied fruits, adding flavor and visual appeal. Meanwhile, Sam's gourmet version fills the niche for those who desire something luxurious, albeit at a premium price.
While it is easy to nab the Rosca from big-box stores, some traditions encourage supporting local bakeries. If you’re considering the social impact of your purchase, many community bakeries also prepare exquisite versions of the Rosca de Reyes, which promotes local economies. Yet, as consumer convenience reigns, most families lean toward Costco's and Sam's likelihood of stocking up and providing the desired quality.
To buy either Rosca, customers must possess membership cards for Costco or Sam's Club. Memberships can be easily obtained through various means: online, via retail, or by phone. With such barriers, the competitive prices, accessibility, and quality from major retailers often lure shoppers.
A glance back at the Rosca de Reyes history reveals deep-rooted traditions combining both religious and cultural influences. Originated from French and Spanish customs, the Rosca embodies the historic celebration of the Epiphany, manifested through the joyous gathering where families share not just dessert but also laughter and love.
The upcoming sales of Rosca de Reyes at Costco and Sam's Club are likely to attract long lines of eager shoppers, especially among those who plan to resell the pastries at inflated prices. Therefore, if you plan to partake in this delectable tradition, it’s wise to arrive early on January 2 and plan accordingly.
This celebration is not just about consuming cake; it’s about connecting with loved ones and passing down traditions through generations. With the prices set and the countdown on, families can now prepare for this annual festive treat with excitement and anticipation.
For many, engaging with the Rosca de Reyes is about much more than taste; it’s about the cherished moments shared at the family table, sealing the essence of community and familial bonds during the holiday season.
Will you be among those venturing out early next year to grab this traditional treat? With Costco's and Sam's offering, you need to choose where your family's taste buds will lead you this January.