With Member’s Mark products and a photo of Sam Walton, this is how the altar with which Sam’s Club joined the Day of the Dead traditions in Mexico looks.

Day of the Dead has become a key date for marketing strategies in Mexico. Beyond promotions and activations, brands seek to connect with their consumers in a deeper, more emotional way. And during this season, one way to join the celebration is by setting up Day of the Dead altars.

This approach, which combines cultural respect with brand visibility, helps companies position themselves as significant community players, demonstrating empathy and connection with the community’s values and traditions.

The Story of Sam Walton and the Legacy of Sam’s Club

The Sam’s Club altar pays tribute to Sam Walton, who in 1983 opened the first store in Midwest City, Oklahoma, with the goal of serving small local businesses through a membership model.
His vision was clear: to offer exclusive products and services at competitive prices, providing small and medium-sized businesses the opportunity to access quality products in large volumes.

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When Did Sam’s Come to Mexico?

With its success, Walton brought his brand to Mexico in 1991 in partnership with Jerónimo Arango. The first Sam’s Club store in the country opened in Polanco under the name Club Aurrerá, a name that resonated with local consumers thanks to the brand’s recognition in the Mexican market.
From that moment on, Sam’s Club became a household name in Mexico, establishing successful expansion throughout the 1990s.

Evolution and Growth of Sam’s Club

Since its arrival in Mexico, Sam’s Club has continuously evolved to adapt to the changing needs of its members. In 1998, the introduction of the private label Member’s Mark strengthened its offerings by providing high-quality products at accessible prices, consolidating member loyalty.

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In 2010, Sam’s Club celebrated the opening of its 100th store in Mexico, marking a significant milestone in its expansion. More recently, in 2019, the brand shifted toward an omnichannel strategy, a step towards digital transformation that has allowed Sam’s Club to stay competitive and relevant in an increasingly digital environment. Today, Sam’s members can enjoy the benefits of their membership both in physical stores and on online platforms, demonstrating the brand’s commitment to innovation and adaptability.
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