of "Latinimation," U.S. Latinos have found ways to draw from traditional American culture while simultaneously pulling from their own unique cultures. They identify with the inherent meanings behind Thanksgiving, yet add their own unique cultural markers to make this holiday their own.

When it comes to the Christmas and New Year's holiday season, Latinos celebrate traditional U.S. customs while sprinkling a select number of traditions from their native homelands. For Latinos, Papa Noel (Santa Claus) is still the jolly man with the red suit who delivers gifts to those who are "nice," but gifts are opened on Christmas Eve as opposed to Christmas Day. Latinos often cook tamales or pernil (pork roast) and have a feast on Christmas Eve. For New Year's Eve, the countdown is the same, but many Latinos will eat twelve grapes or raisins that represent the twelve months of the year for good luck. They also leave a few dollar bills outside of the home, usually hidden under a bush or mat, as a way to increase the likelihood of a prosperous year.

As more and more Latinos weave themselves into the fabric of U.S. society, yet maintain the traditions and customs of their own homelands, it would behoove marketers to discover and explore these cultural nuances and incorporate these