El día de Los Reyes Magos (The day of the three wise men or three kings)

Normally when we talk about Christmas gifts what pops into our mind is always Christmas day and Santa Clause or 'Father Christmas'. But in Spain and some Latin American countries (Mexico, Cuba, Puerto Rico, etc), it’s another ball game altogether, where Los Reyes Magos take precedence over Santa. On the Eve of Christmas or on Christmas day, they receive just a few gifts; if at all, but save the highlight for the 6th of January (El día de los Reyes Magos),

Amazing right?

El día de los Reyes Magos is the day Christians (in Spain and in some Latin American countries commemorate the visit of the three wise men or the Magi to the baby Jesus bearing gifts (gold (oro), frankincense (incienso) and myrrh (mirra)) also known as the Epiphany (the last day in the Christian season of Christmas) according to the Christian calendar.

This feast of Epiphany is celebrated on the 6th of January during which children receive gifts from the Reyes Magos. The three kings are named as Melchor (representing the Europeans), Gaspar (representing the Asians) and Baltasar (representing the Africans) (normally played by a Negro or a painted white man as a Negro) even though the Holy Bible gave no account of their names. 

One must be curious as to how they came up with the names, though some accounts did mention the early church. 
Anyways, don’t ask me.

Universidad de la Rioja (El día de los Reyes Magos) La Cabalgata de Reyes 

The ceremony is started with the big three wise men parade (Cabalgata de Reyes) on the 5th of January which is always televised live. The Reyes Magos mount a horse, Camel, elephant or no animal at all parading the streets and throwing candies to the crowd (kids especially) which they normally catch, sometimes with umbrellas.

After the parade, before they go to bed on the 5th night, Eve of the 6th, the kids polish their shoes (for the kings to put their gifts inside them or beside them) and leave them by their beds accompanied with some drinks and food for the animals. Some write letters and leave them under the Christmas trees with drinks and food (normally milk and cookies) for the animals. On the 6th morning they wake up to their gifts.

To end the celebration, on the 6th of January, they bake a bread in a ring form popularly known as the Roscón de Reyes o Rosca de Reyes by the Spaniards decorated with candied fruit and hiding a surprise inside. They cut it and share among themselves and whoever finds a small figurine of the baby Jesus or a little toy, is crowned king or queen of the ceremony, while the one who finds the bean buys the Roscón (wreath of the kings) next year.