Christmas has come and gone, but Josephina Montelongo is still shopping for her five grandchildren.
She says what Santa Claus did not bring the children hope get from the three kings.
In Mexico and other parts of Latin America Dia de los Reyes is a huge holiday marking the Epiphany, when three wise men brought gifts to the baby Jesus.
One border store is offering special Three Kings Day deals.
The manager expects to see a spike in sales since many of his customers are from Mexico.
It's not just the small stores just a block from the border that are catering to Three Kings Day shoppers.
Wal-Mart is also promoting the holiday as a way to connect to Hispanic customers on an extended shopping spree.
A growing number of retailers in the southwest are starting to recognize the tradition as a way to boost holiday sales and tap into the booming Hispanic market.
Three Kings Day gifts are usually for children, but there are signs these shoppers are embracing another American trend...buying presents for themselves.
