Many mothers around the U.S. just celebrated Mother’s Day. Many Latina moms were part of these festivities, but they may also be celebrating a second time this month, while others will celebrate in October or December.
Why? The fact is that in Mexico, El Salvador and Guatemala, Mother’s Day is celebrated on May 10 of every year. The holiday is also celebrated in December in Panama and in October in Argentina.
Because of the tremendous value mothers hold in the Hispanic family unit, and since Latinos embrace both their culture’s traditions with those of the United States, some moms have the privilege of celebrating Mother’s Day twice in one year. Hispanic families are traditionally matriarchal, and so, Mother’s Day is regarded as one of the most important holidays for this community. In a Hispanic home, mothers occupy a special place of honor every day of the year, but Mother’s Day is a day of extra special appreciation! It is the holiday that most connects emotionally with Hispanics.
For example did you know that Mother’s Day is the largest card-sending occasion for Latinos in the U.S., beating out both Christmas and Valentine’s Day? The holiday is also Hispanic’s largest money-sending occasion of the year. Many Latinos who come to the U.S. for a better future leave their moms behind and use Mother’s Day as a time to send greeting cards and money transfers (total funds are double an average month!) to their homelands.
Hispanic families are traditionally matriarchal, and so, Mother’s Day is regarded as one of the most important holidays for this community
Within some Hispanic families, the holiday starts with a breakfast made for mom. Families make this a special occasion to get dressed up and estrenar, or “show off,” a new outfit or accessory, wear a special perfume, jazz up their makeup, or use a new product to feel more vibrant. They often attend a religious service and meet up at a family member’s home or at a restaurant for lunch.
Speaking to the importance of females in the Hispanic culture, moms typically are the CEOs of their households. Latina mothers are also uniquely respected for their wisdom and hold great influence over their spouses and children. As a result, children learn to place importance on the things that matter to Hispanics–from family and culture to language and brand loyalty.
I believe that the importance of Mother’s Day with Hispanics is one of the most underleveraged by marketers. As the manager and influencer of Hispanic homes, mothers are the gateway to reaching all Hispanics.
Today we honor the influencer of Hispanic homes…the gateway to reaching all Hispanics…by saying ¡Feliz Día de las Madres!