Wal-Mart To America: We're Extending The Holiday Season

CINCINNATI (TDB) -- Eat your heart out Mr. Grinch. Wal-Mart says it plans to stay in holiday mode through Jan. 6 because Hispanics celebrate the holidays until that date. No mention of partridges or 12 maids a milking. Cynics may wonder: Is this really to celebrate Hispanic culture or more crass commercialization?

The discount retail giant says it is launching a "Hispanic-themed holiday campaign" that will emphasize Three Kings Day at select stores. That's the date when Bible says the three wise men arrived in Bethlehem and presented gifts to the Christ child. A Wal-Mart official says people can shop for gifts and the stores will "offer unique buying experiences that demonstrate Wal-Mart's support of the Hispanic community."

Agnostics, however, might suspect that the retail giant wants to milk a few more bucks out of the Christmas shopping season, which used to start around Thanksgiving and run through Dec. 24. This looks like Wal-Mart wants the Yuletide to run right on through Christmas. The company says Hispanics have long celebrated Three Kings Day by exchanging gifts, and that the custom should be honored. Said Gisel Ruiz, Wal-Mart's vice president and regional manager in West Texas and New Mexico:

"The Three Kings holiday is a magical time for Hispanic children no matter what country they are from. We are pleased to be able to bring these special Hispanic traditions to more and more families, allowing them to save money and live better each holiday season."

Wal-Mart's presser is here. Any other holidays that can be put on the calendar as retail opportunities?

Demo Prezzie Websites: Richardson's Is Bilingual

CINCINNATI (TDB) -- Hispanics are the largest minority in the United States and an important voting bloc for the Democratic Party, particularly in the West and increasingly in the South where their numbers are soaring. All Democratic presidential candidates would say they are for inclusion, but only one, Gov. Bill Richardson, has bothered to create a bilingual Spanish/English portal on a campaign Web site.

The lack of bilingual presidential efforts is a backhand to hispanic Democrats. It is especially noticeable because government agencies commonly include them. Check out what the Public Utilities Commission of Ohio is doing to communicate with the state's Spanish-speaking residents. That type of outreach is not strange, alien or odd -- it is normal for 2007. Perhaps candidates are concerned they would be seen as somehow soft on illegal immigrants if they offered Spanish portals?

There is a huge Spanish media in the U.S. -- TV, radio, newspapers. The culture, it would seem, would be hard to miss.

Richardson, the New Mexico governor and former U.N. ambassador, was born in California to a Mexican dad and American mom. He is not in the top tier of the presidential popularity polls. He does not have the name recognition, but he may have something more important over a long haul -- a loyal base. And he is speaking to them in a way other Democratic contenders have yet to do.

Since 2002, hispanics have been the nation's largest minority. How could so many campaigns and strategists fail to include them at the start? Is this a blindspot by politicians representing a party that prides itself for welcoming minorities and standing up for their rights and interests?

The Midwest is the region with the fewest hispanics, but there are more than 40 million across the land.