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Three Kings Day Fills Streets and Bakeries as Celebrations Drive Sales Rebound

Public celebrations signal a rebound for bakeries after enforcement fears cooled early-season sales.

Overview

  • Observed on Jan. 6, Epiphany commemorates the Magi’s visit to Jesus, with gifts interpreted as symbols of kingship (gold), divinity (frankincense) and sacrifice (myrrh).
  • East Harlem’s annual parade, organized by El Museo del Barrio, brought out hundreds with floats, dancers and camels, and honored musician Eddie Palmieri.
  • The Gurnee Mills celebration drew several hundred attendees, featured the Three Kings and giveaways of more than 300 toys, and included a Rosca de Reyes cutting where the finder traditionally hosts Candlemas on Feb. 2.
  • Bakeries reported heavy output and packed shops: Panaderia Nuevo León devoted the day to at least 700 roscas, La Baguette prepared over 1,000 since Friday, El Nopal aimed for 800–1,000, and Alebrijes in California sold 700+ roscas and made 4,000 tamales.
  • Owners in Chicago’s Latino neighborhoods said sales fell on days with reported Operation Midway Blitz activity, but demand for Three Kings Day showed recovery even as some customers remain wary.