Camille Naredo

Shopper flock to the Farmers Market in Cubao, Quezon City to buy ingredients for their Noche Buena on December 23, 2025, a day before the traditional Christmas dinner. 

Shopper flock to the Farmers Market in Cubao, Quezon City to buy ingredients for their Noche Buena on December 23, 2025, a day before the traditional Christmas dinner. Jonathan Cellona, ABS-CBN News

Article (news)

CHRISTMAS 2025- CONSUMER SPENDING

Bianca Dava

ABS-CBN News

MANILA — On Wednesday morning, Junie Cera’s family went to La Loma—known as the Lechon Capital of the Philippines—to buy lechon for their Media Noche.Their New Year’s celebration is expected to be extra special, as many relatives were set to arrive.“Mga pamangkin, pamilya nila. Mga kapatid ng misis ko po. Mga apo,” Cera told ABS-CBN News. “Masaya kasi nakabili ang mga anak ko ng ganyan.”According to lechon vendors, crowds typically pour in on New Year’s Eve, leading to higher prices.Vendor Leslie Castillo said lechon prices increased by around ₱2,000 to ₱3,000.Small-sized lechon now costs about ₱13,000. Medium-sized lechon ranges from ₱14,500 to ₱16,500, while large-sized lechon can reach as much as ₱19,000.“Medyo marami-raming tao, pero mamaya pa iyan dadagsa,” Castillo said. “Sanay na kami pag ganitong araw.”“Medyo tumaas kami talaga. Dinaan na kami sa slaughterhouse so medyo maraming binabayaran—mga biyahero, antaas din ng presyo,” she added.Vendors are also hoping to recover from last month’s temporary closure of their shops due to the threat of the African swine fever.Aside from whole lechon, some customers opted for per-kilo purchases and lechon belly.Meanwhile, at a popular ham store in Quiapo, Manila, shoppers rushed to buy to add to their Media Noche spread.Among them was Mark San Jose, who traveled from Obando, Bulacan.“Every year, lagi kaming bumibili dito,” San Jose said.He went on, “Ngayon, itong sliced na mix ang syrup. Ito ang lagi naming kinukuha talaga kasi hindi na siya hassle. I-oven na lang. Tanghali kami bumili para mamayang hapon, oven na lang.”Ham at the shop ranges from ₱1,200 to ₱1,900 per kilo, depending on the flavor and variety.In Quezon City, the Commonwealth Market was also packed with last-minute shoppers.Mavic Lumasag used the remaining hours of New Year’s Eve to buy ingredients for dishes to be cooked at home.“Lechon belly. Macaroni salad… Naghahanap ako ng gata kasi may lulutuin ang asawa ko eh. Valenciana,” she said.Lumasag also bought round fruits, which are traditionally believed to bring good luck and prosperity in the coming year.At the market, fruit prices varied, with ponkan selling at ₱25 for three pieces; kiatkiat at ₱100 per pack; dalandan at ₱50 per kilo; longan at ₱50 per 1/4 kilo; pomelo at ₱50 each; watermelon at ₱80 each; apples priced between ₱20 and ₱40 each; grapes at ₱60 per 1/4 kilo; lemons at ₱20 each; pineapples at ₱50; pears at ₱40; and mangoes at ₱180 per kilo.Some fruit vendors said they plan to lower prices later in the evening to clear their remaining stocks.“Mabili naman kahit mahal. Sulit ang pagod,” fruit vendor Belen Penaso said.“Hanggang may paninda po. Pero minsan, pag wala na talagang tao, kailangan nang ibaba ang presyo. Bargain na lang kasi bukas hindi na iyan mabibili,” she continued.

On Wednesday morning, Junie Cera’s family went to La Loma—known as the Lechon Capital of the Philippines—to buy lechon for their Media Noche.

On Wednesday morning, Junie Cera’s family went to La Loma—known as the Lechon Capital of the Philippines—to buy lechon for their Media Noche.

Media Noche rush: Filipinos flock to markets for lechon, ham, fruits ahead of New Year

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Media Noche rush: Filipinos flock to markets for lechon, ham, fruits ahead of New Year

Bianca Dava,

ABS-CBN News

Published Dec 31, 2025 04:36 PM PHT

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New Year

media noche

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