A festive holiday weekend turned tragic for families in northwestern Mexico on Saturday when a deadly blaze engulfed a discount store in the city center of Hermosillo, killing at least 23 people and injuring a dozen, Reuters reported. 

Mexico is celebrating the Day of the Dead this weekend with colourful festivities in which families honor and remember deceased loved ones.

"I have ordered a thorough and transparent investigation to clarify the causes of the accident," Alfonso Durazo, governor of the state of Sonora home to the city, said in a video on social media, adding that children were among the victims, according to Reuters.