Three Kings’ Day extends holiday shopping season

Christmas may be over but families that celebrate Three Kings Day help extend the holiday shopping season for retailers on both sides of the border.

“We celebrate Three Kings Day more, “said Esmunda Talamantes, a mother of two. She and her husband were shopping for toys in El Paso.

The Talamantes came to the border to visit relatives for the holidays. The family lives in Denver but maintains the holiday traditions of their native Mexico.

In Latin America, that includes the Jan. 6 epiphany when Christians believe the three kings or wise men came bearing gifts for baby Jesus.

In Latin America that is the holiday when most children get presents. “A scooter for me,” said Jessica Talamantes, 6. She carried her gift down South El Paso Street while accompanying her mother and father on a shopping spree. Her parents bought her older brother a skateboard.

It all translates into bigger toy sales in Texas and other border states where many families celebrate both Christmas and Three Kings Day.

“I get what I can afford but something for both,” said Raymundo Morales. The father wearing a black cowboy hat carried a bag as big as Santa Claus’ pack.

For many parents the shopping frenzy is far from over. “We celebrate everything,” said Eliazar Garcia of El Paso. He was buying a video game controller for his son.

Some needed more practical gifts for the family. “Blankets,” said Manuela Payan. She was driving back to the U.S. with her two children after spending Christmas and New Year’s Day with relatives in Mexico.

The family was stuck in El Paso delayed by icy roads as they tried to make it home to Hatch, New Mexico for three Kings Day.

“God willing we’ll get there in time,” said Payan.