latino lingo

All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Wednesday, December 07, 2005

Como se dice "Politically Correct" in Spanish?

With the war between "Merry Christmas" and "Happy Holidays" in full affect in the general market, the same is not seen with marketing in the Hispanic market. While it's true there's been a growth of Hispanics who are Jewish or Muslim, the vast majority celebrate navidad.

Somehow, in Spanish, they are still called Christmas trees and not holiday trees. Speaking of which, I have always wondered why a company would sell a "holiday" tree ... after all, who else would want to put a live tree in the middle of their living room in December?

In fact, the word holiday is a dicey one to translate to Spanish since it would literally translate as vacation.

One thing is for sure, marketers are, for the most part, missing a huge opportunity that occurs 12 days after Christmas ... no it's not the day that your true love gave to you 12 drummers drumming ... it's the start of 3 King's Day.

Called "la Fiesta de Reyes," or "el Dia de los Tres Reyes," or "el Dia de los Reyes Magos" it is widely celebrated among many Hispanics, especially Puerto Ricans and Mexicans, and is a much bigger holiday than Christmas. Instead of cookies and milk for Santa, it's grass and water for the camels.

Done correctly, 3 King's Day can be a marketer's dream since the days following all the Christmas shopping, the after Christmas sales, and New Year's, there is usually a lull. Other than starting on our New Year's Resolutions like joining a health club and never stepping foot in it after February there is a wide window of opportunity for smart marketers who want to speak to the heart and spirit of the Hispanic population.

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