Every year for nearly three decades, the Mercado Nochebuena has put on a traditional pastorela, complete with a script that was allegedly written over a hundred years ago by a groundskeeper from the Convent of San Agustín in Acolman, Mexico. Led by the grocery store's owner, Edgar Nochebuena and his daughter Alice, the Mercado Nochebuena community has faithfully executed the pastorela, making no changes to the script and continuing to use many of the same players that have participated in the show year after year. The show has become a symbol of hope for the community and a signature showpiece for the grocery store. But times are changing. The Mercado Nochebuena is struggling to keep tradition alive while competing with a brave new world where groceries are bought online and communities are forged through social media.