Marketing in Mexico: Sears, Roebuck Company, J. Walter Thompson, and the Culture of North American Commerce in Mexico City during the 1940s

When the Sears, Roebuck Company opened its first store in Mexico City on February 28, 1947, an observer reported that the crowds on opening day were generally “well behaved, but impatient; they wanted to buy! buy! and buy!†Saleswomen panicked “as a sea of hands thrust pesos toward them, into their pockets, into their blouses, anywhere—just to complete a purchase.†Customers not only refused to leave at the end of the day; they stayed outside the store after closing. They jammed the street at night trying to look through the windows. On Saturday, two days after the store opened, Sears observers reported that customers outside the store screamed, “Let us in! Let us in! They waved money at us. They tried to sneak in through the back doors, and they cut the ropes guarding the entrance.†About 110,000 guests visited the store during its first three days of operation. So many customers visited Sears during its first two weeks in Mexico City that, according to John F. Gallagher, the vice-president of Sears' Latin American operations, “There were employees and lady customers who fainted due to the heat, agitation, and the crowdedness in the store.â€