Retailers are taking note of the Hispanic Holiday of Three King's Day celebrated on January 6th as a way of extending the holiday season and reaching out to Latinos. This holiday commemorates the Ephiphany or the visit of Jesus by the Three Wise Men.
The holiday is celebrated in Puerto Rico, Spain, Mexico and many Latin American countries. I remember when I handled the Marshall's account in the mid nineties, we had marketing activities scheduled around Three King's Day but only for the stores in Puerto Rico. On the island it is a big deal and supported by practically all retailers. The main story today is the holiday coming to the mainland United States. Wal-Mart began promoting the tradition in a big way last year and is expanding this year. K-mart is also planning activities around the holiday. With retailers like Wal-Mart jumping in, I am sure we will see others joining the fray. After all an extension of the holiday season by two weeks will be welcomed by any retailers.
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