By Dannely Flores-Kramer, Account Planning Director, Dieste
As we close the month of May and get ready for summer, most people are understandably already planning how they will spend their summer days: enjoying an iced-cold beverage, dusting off the barbecue, going on vacation… but not us. We are putting on the Christmas carols, planning posadas and filling presentations with holiday visuals. Yes, it’s Holiday Season planning.
Like us, some of you may be in the midst of planning for “the most wonderful time of the year,” while others may not be there just yet. To help you out, we gathered some thought-starters to consider when targeting U.S. Hispanics this 2017 holiday season:
La Casa Is The Holiday Hub
During posadas (celebrated in Mexico and by many Mexicans here in the U.S.) and other holiday celebrations, home is undeniably the epicenter of celebration. This also comes with a lot of expected and unexpected guests and visits, which is the norm for most Latino families. It is, as the saying goes: the more, the merrier!
The Tension Of The Season
The stress of the season is not solely caused by the amount of errands, shopping, hosting or meals needed to be cooked but also by deciding which traditions will come in play during key holidays. For families that are made up of different and beautiful heritages, the desire to preserve and carry on certain traditions can sometimes clash with adopted traditions established in the U.S. This, of course, leads to yet another layer of stress and tension. But the outcome? Always worth it.
Family Gatherings & Food
The ultimate joy of getting together and celebrating the season outweighs the inevitable stress that comes with it. After all, it truly is all about the act of being together. While perhaps not unique to Latinos, family gatherings around food are the foundation for holiday celebrations. This is not your average family get together. The party can often roll on into the early morning. The growth of cross cultural influence means that the American “traditional” turkey or ham for Thanksgiving & Christmas dinners are likely to be accompanied by “traditional” Latino dishes and desserts such as tamales, arroz con frijoles, dulce de leche, flan, buñuelos, coquito. After all, who says you can’t have turkey and pasteles?
A Time For Reflection
While some may feel the sting of being apart from family, whether just a few states or entire countries away, the holidays are still a time to reflect and be grateful for everything they have here in the U.S.
The Season Lasts Longer
Last but not least, for many U.S. Latinos the holiday season is longer. It starts with Thanksgiving, with many first generation Latinos gathering with their de facto families for Friendsgiving. Add in countless posadas, Noche Buena (Christmas Eve) and Christmas day and our calendars are now fully packed. Finally, it all culminates on January 6th with the celebration of Día de Reyes, or Three Kings Day (a.k.a. the Epiphany or the Twelfth Day of Christmas).
With all that in mind, now you can sit back and enjoy an summer by the pool and begin strategizing for relevant and timely holiday messaging for U.S. Latinos. ‘Tis the season!
