Christmas in LATAM: What Marketers Should Know

Christmas is right around the corner - and by that, I mean that most people probably have started seeing red and green decorations filling store shelves since the day after Halloween. As one of the most significant holidays in the Western world, Christmas is eagerly anticipated by many in the United States.

The holiday season in December in the U.S. embraces more than just Christmas; it includes traditions like Hanukkah, the Jewish Festival of Lights, and Kwanzaa, a celebration of African heritage and unity. The term "holidays" as opposed to simply Christmas has been adopted by many and encompasses these diverse celebrations, promoting inclusivity and respect for various traditions. While each has its unique customs, they all share themes of light, unity, and community, which bring people together during this festive time of year.

The origins of Christmas, a holiday of feasting, gift-giving, and joy, has roots that stretch back thousands of years. Within the Christian faith, it celebrates the birth of Christ, with December 25th becoming the official date in the 4th century—a choice that aligned with Roman traditions. Over centuries, Christmas festivities were shaped into the ones we recognize today.

In Latin America, where Christianity is deeply influential, Christmas takes on a unique blend of cultural and historical influences that bring the holiday to life in different ways. For market researchers and businesses, understanding these nuances of holiday celebrations presents an opportunity to connect with a passionate and festive audience in culturally relevant ways. Here’s a look at how Christmas traditions unfold across Latin America and what they mean for businesses looking to tap into this dynamic market.

1. The Central Role of Family and Faith

Christmas in Latin America is a time for family gatherings and religious observance, deeply rooted in the region’s cultural and spiritual heritage. Unlike in North America, where holiday festivities might begin on Christmas Eve or even earlier, in many Latin American countries, December 24th, Christmas Eve — known as “Nochebuena” or “the Good Night” in some countries — is the actual heart of the celebration.

Families gather for a grand feast, sometimes stretching past midnight, with traditional dishes being shared - a lot like Thanksgiving dinner in the U.S. Some are country-specific, like tamales in Mexico, or farofa in Brazil, while others are common in two or more countries in the region: roasted turkey, roasted pork, panettone, and the list goes on. In countries like Colombia, Christmas Eve dinner is the centerpiece, while in Argentina, people often spend Christmas Eve eating asado (barbecue) late into the night, followed by a celebration that includes fireworks displays.

For brands, the family-centric nature of Latin American Christmas Eve creates an opportunity to focus on messaging that highlights togetherness, tradition, and familial warmth. Storytelling that speaks to the importance of family and local food culture can resonate deeply during this season, making products more relatable and meaningful to Latin American consumers.

2. Nativity Scenes Take Center Stage

While Christmas trees and Santa Claus (commonly known as “Papá/Papai Noel”) are becoming more popular across Latin America, the nativity scene, or “nacimiento”/”presépio,” remains an important Christmas decoration for many families, a tradition now held especially by older generations.

These scenes are often elaborate, with miniature figures, lights, and greenery, depicting not only the Holy Family but sometimes entire villages, complete with local wildlife and landscapes. In Peru, there are national competitions to create the most beautiful nacimientos, while in Brazil, small nativity scenes are found in nearly every household and church.

Brands can connect with audiences by offering culturally relevant decor or products that complement these traditions, rather than putting a focus on pine trees and snow, which are largely foreign to the region. This same cultural relevancy can be reflected in packaging and ad visuals for other products being sold in the region at this time of year.

3. Las Posadas: A Celebration of Community and Inclusion

In Mexico and other Central American countries, celebrations begin long before Christmas Eve with “Las Posadas,” a nine-day tradition starting on December 16th. These events reenact Mary and Joseph’s search for lodging, with neighbors gathering to sing carols and carry candles. Children often lead the processions, dressed as Mary and Joseph, knocking on doors and being turned away until they reach a designated home or church, where they are finally welcomed in.

Las Posadas underscores the importance of community, and brands can engage with audiences by acknowledging or even sponsoring these events, emphasizing values of inclusion and hospitality.

4. Festivities Beyond December 25th

While December is the focal point for many Christmas celebrations, in Latin America, the holiday season doesn’t always end there. In some Latin American countries like Mexico, Puerto Rico, the Dominican Republic, Cuba, and other Caribbean countries, the festivities continue through January 6th, also known as Three Kings’ Day, or “Día de los Reyes” or “Epifanía” - a classic Spanish tradition. Children leave grass or hay in shoeboxes for the camels of the Wise Men, who bring gifts overnight. In some parts of Mexico, Three Kings’ Day rivals Christmas itself in importance, with families exchanging gifts on January 6th rather than December 25th.

For businesses, this extended holiday season provides additional opportunities for campaigns and promotions. Marketers should be aware of the dual gift-giving occasions and consider spacing out promotions to accommodate consumers who may prioritize Three Kings’ Day over Christmas. This period also allows for post-Christmas sales to capture late-season shoppers, especially those seeking last-minute gifts.

5. Fireworks and Festive Lights

In countries like El Salvador, Guatemala, and Argentina, fireworks play a huge role in Christmas celebrations, with families setting off firecrackers and rockets on Christmas Eve to announce the arrival of Christmas. The sky fills with colors, and the sound of fireworks resonates through neighborhoods, marking the season with a festive noise.

This love of fireworks and lighting displays can be a creative angle for businesses to engage with audiences, and they can tap into the visual excitement of these nighttime displays when creating campaigns and communicating with local audiences.

Conclusion

Christmas in Latin America is a rich, multi-faceted celebration that merges local traditions, religion, family values, and a deep-rooted sense of community. Understanding and integrating these traditions is key for professionals who seek to create authentic, impactful work. Latin American Christmas is more than a holiday—it’s an experience that brands can meaningfully connect with by embracing the cultural values and customs that make it unique.