For most American retailers, the holiday shopping season ends on December 24th – Christmas Eve. But the fact is… it doesn’t have to.
Savvy retailers – those in tune with the Hispanic community and its traditions – will extend the shopping season through January 6th – Three Kings Day (El Día de los Reyes). Three Kings Day is a Christian celebration in honor of the three wise men who visited Jesus after his birth, bearing gifts of gold, frankincense and myrrh.