The Mexican gift season does not end on December 25. It runs to January 6, and brands working to an American calendar leave the last two weeks of demand on the table every year.

Two gift moments, not one

Christmas and Three Kings are both gift occasions, and for many families the children's presents arrive on January 6. That means a second buying window at the exact moment most brands have stopped advertising.

The posada season starts in December

The weeks before Christmas are full of gatherings, which sells food, drink, party supplies and anything to do with hosting. That demand starts in mid December and it is a separate campaign from the gift one.

The aguinaldo funds the season

The annual bonus arrives before Christmas and a large share of it is spent immediately. It is the single largest injection of consumer spending power in the Mexican year and it explains why December volumes behave the way they do.

What to film

Gift moments, hosting moments and the practical questions: will it arrive before the 24th, is it easy to wrap, does it need batteries, can it be exchanged. Delivery deadlines matter more than anything creative in the last two weeks.

Do not stop on the 26th

Prepare content specifically for the last week of December and the first week of January. That period is quiet in advertising terms and busy in buying terms, which is the most favourable combination there is.

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Frequently asked questions

When does the gift season end?

January 6, not December 25.

What is the posada demand?

Food, drink and hosting supplies.

Why is December so strong?

The annual bonus arrives before Christmas.

When is competition lowest?

Late December and early January.