In Spain as well as other Spanish-speaking countries, particularly Mexico the tradition has always been to observe Christmas Day as a solemn religious occasion, reserving Three Kings Day or Día de los Reyes for partying and exchanging gifts. However, in many Hispanic cultures gifts can be given on Christmas Day, on Three Kings Day -- or as double celebration on both days!The Day of the Three Kings (Epiphany), the day when presents are exchanged. . It is to celebrate the arrival of the Three Wise Men - Melchior Caspar and Balthazar - to the city where Jesus was born. In the same way that the Three Wise Men gave gifts to baby Christ, here they share out presents amongst children around Spain - in fact; they are more popular than Santa Claus.