Grocery stores in Texas are getting ready for the busiest time of the Christmas season. At City Market in Burleson, Owner Kurt Jaeger says his sales increase 1,000% around Christmas.
He says his selection of tamales helps drive that growth.
"People love their tamales around Christmas and New Year's," he says. "We'll be busy making them the start of next week, and we'll be making them all week long."
Around the holidays, Jaeger says he has two people making tamales full time. City Market prepares brisket, pork and spicy pork tamales. Jaeger says they sell tamales to people who walk in; others will call in special orders.
"Some want them cold, some want them hot, some want them frozen. We do what anybody wants. We want to have them ready for them, have them fresh," he says. "We want to put a smile on their face."
Jaeger started serving tamales ten years ago. Even with the growth of tamales, he says he still sells more traditional Christmas fare. He says he is selling a lot of ham and prime rib. This year, he anticipates selling more Texas barbecue as well.
"Especially with the weather next week being in the 60s, it's going to be beautiful," he says.
As more people move to Texas from other parts of the country, Jaeger says he is getting more requests for popular Christmas dishes in the Northeast like lamb and prime rib. He says smaller shops like his can get to know customers better and respond more quickly to their tastes.
"This is the greatest time of the year with family, Christmas and Christ. It's just a great time of year," Jaeger says. "We do custom cuts, custom orders. We just have fun. Everything we sell is fresh. We try to be different."
City Market opened 20 years ago. Jaeger describes the shop as "old fashioned," with check out lines staffed with living people and employees who will help you take groceries to your car. He says that personalized service surprises many people moving here from other regions.
"We get it all the time, 'Oh, wow, this reminds me of when I was a kid. This is the coolest little store.' That's what we want. That's the best compliment I can get," he says.
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