If you meet these señoritas on your way, you've just have to wait. As you, lazy tourist, only get lost on the highway on the way to the "playa", these ladies get a job to do. Life in rural Ecuador is hard, milking, fertilization and so on before bedtime.
So, take a break until the procession is over. And give these hardworking ladies a kind thought while you later are enjoying yourself with an umbrella drink at the beach.