This study aimed to identify the financial challenges and coping mechanisms of rice retailers in Estancia, Iloilo, by surveying 100 rice retailers based on location, source of capital, and years in business. The findings revealed that inflation and daily operations are significant challenges, with debt posing more difficulty for retailers with external sources of capital and those in business for over five years, whereas financial planning is a widely practiced coping mechanism. There was no significant difference in financial challenges and coping mechanisms across different locations and years in business, though notable variations were observed based on the source of capital.