Santa just returned the sleigh, but the Three Kings are on their way!

For most retailers, marketers and traditional “holiday” programs, the rush of the shopping season has ended. However, if you want to truly connect to the essence of las navidades (the holidays) for us Latinos, the window of celebration and events is not over yet. While most American kids have already exchanged Santa’s milk and cookies for gifts, our kids still await the Three Kings with a little water and fresh grass for the camels. Día de los Reyes is yet to come on January 6th…so, closing shop on the 25th may be too soon. Is your brand ready? Does your promotion acknowledge the great window of celebrations that most Latinos follow as tradition?

By Liliana Gil, Managing Partner & Cultural Intelligence Officer, XL Alliance

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