Most American parents are done with holiday shopping for their children, but many Mexican parents are still seeking gifts to put under the tree for the Three Kings, or Three Wise Men, holiday next week.
Día de los Reyes is a tradition in Mexico and other Latin countries celebrated on Jan. 6.
The Mexican religious tradition celebrates the arrival of the three kings to visit the newborn Jesus. The celebration begins the night before, when children place pairs of shoes in their living rooms - near the Christmas tree if there is one - for the three kings to leave presents there.
Some parents in Mexico will likely shop in Tucson this weekend for those gifts, and many will take advantage of after-holiday sales.
“And even though some stores may not be aware of the tradition, that doesn’t mean the Mexican shoppers are stopping their spending habits,” said Jessica Stephens, a public relations manager with Visit Tucson. “I think the holiday shopping season has definitely extended when you take into consideration this tradition.”
Shoppers from Mexico spend an estimated $1 billion in Pima County each year, according to Visit Tucson.