In the late 1950s, Santa Claus remained an unfamiliar figure in much of Mexico, where holiday gift-giving customs still focused on the Magi and their feast day, Epiphany (January 6). Even today, many discussions of Mexican Christmas customs make no mention of Santa Claus, instead focusing on such traditional holiday elements as posadas and piñatas. However, Santa has become more popular in recent decades, due in part to the efforts of urban merchants.