Last-Minute Reyes Magos Frenzy Grips Santa Cruz

"You'd be the only one to drive here; we're walking. This place is absolutely packed with shoppers," a woman's voice can be heard on the phone as she strolls down Castillo street in Santa Cruz. With the arrival of the Three Wise Men (Reyes Magos) just around the corner, people are in a last-minute rush to buy gifts and send off their wishes. The main shopping street in Tenerife's capital was bustling with crowds. Shoppers carried bags, wrapping paper was everywhere, and special stalls were set up to wrap presents. And, of course, the special letterbox in Candelaria square was ready for children's letters to the Kings.

Shoppers, especially those buying at the last minute or searching for particular items, hurried along one of Tenerife's famous shopping streets. Their main goal was to find gifts for every family member, particularly to make the little ones happy. Around noon, despite a light, on-and-off rain, even more people started to appear, indicating a busy day ahead. Shops and businesses were open for extended hours, hoping to make the most of the end of the Christmas season. Many were already starting their sales, with discounts and clearance items advertised on big signs, which was great news for those shopping late.

Shoppers certainly lived up to expectations, supporting recent data from the Organization of Consumers and Users (OCU). The OCU estimates that people in the Canary Islands spend nearly 30% of their salary just on Christmas gifts. This spending can be even higher when people shop in a rush, without planning, leaving them less time and fewer choices. This was evident on the first Sunday of 2026. However, not everyone was caught in the frenzy. Teresa Delgado Fariña, a Santa Cruz resident, said, "No, today I only bought two small things. I actually came to have breakfast with my sister. You really need to buy gifts in advance, otherwise, you end up spending too much money."

Teresa was waiting for her two small items to be wrapped at a special stall set up by the Santa Cruz City Council. Alba González, with a big smile, helped people who wanted to avoid the hassle of wrapping presents themselves. The tables in the tents, open on January 3rd and 4th, were piled high with branded wrapping paper, reminding shoppers that their purchases supported the city's outdoor shopping district. "Honestly, it's been busy, and people have been quite pleasant, even though they're making these last-minute purchases. There's been a lot of activity," González shared as she finished wrapping the sisters' gifts. She expected to help thousands of people, as her shift on Sunday, January 4th, ran from 11:00 AM to 8:00 PM.

In stark contrast to Teresa, some people leave "absolutely everything" until the very last minute. Eva García, also from Santa Cruz, was one of them, carrying about five bags filled with gifts for her three children. "I'm definitely one of those who leaves everything until the end," she admitted. "I work all day, and with three kids, I just don't have the time. That's why I put it all off." Despite the looming deadline, she seemed calm. She felt she was managing well because she was finding everything she needed – a major worry for last-minute shoppers. "If you have money, you'll find things. I have an average budget, and maybe that's why I'm getting what I want," she explained. Eva was also benefiting from the early sales. "There are lots of discounts, even if it's a bit chaotic. If your life is usually chaotic anyway, you don't mind!" she joked.

Isaac Hernández Afonso traveled from Garachico to shop on Castillo street in Santa Cruz. His reason? "To drop my daughter off with her grandparents, who live here, so my partner and I can shop. Though she's on one side of the street and I'm on the other," he smiled, hinting at gifts his partner shouldn't see. This family arrangement meant he traveled over 50 kilometers to shop in peace. His work schedule also contributed to him leaving some presents until the last minute. "I still need a few things, like a blanket for the dog, some books, and gifts for a particular family member," he listed, like a royal messenger with his duties. For Hernández Afonso, the key is "to have an idea and go for it. Anyway, I still have a few bits to get. If I don't find them, it's not a big deal," he said. When asked about the early sales, he seemed a little doubtful. "Do you really think they're proper sales?" he chuckled.

Away from Castillo street, the Plaza del Príncipe was home to the 'Artesanía en Reyes' (Crafts for Kings' Day) fair, organized by the Cabildo de Tenerife. Efraín Medina, the Councillor for Commerce, even played the role of a royal page, buying a last-minute item there and encouraging everyone to visit. From January 2nd to 5th, 46 artisans gathered in this well-known city square, selling unique gifts and offering a more relaxed shopping experience.

Shoppers carefully browsed each stall, hoping to find something special that couldn't be bought in a large chain store. Cayetano Cordovés was one such shopper. "I'm still missing a few last-minute things, but it's a tradition," he said enthusiastically. "I think the Christmas spirit makes you want to look for something on the very last day. Even if you have everything, you always search for that little extra something." He enjoys visiting fairs like those in Plaza del Príncipe or Plaza del Adelantado in La Laguna, calling it "putting the icing on the cake of gifts." He always looks for unique items, whether intentionally or not. "For example, I already had a gift for someone, but by coming out today and visiting here, I found a special little something else for them," he explained, clearly excited about his gift-giving.

The competition between local businesses and large retailers becomes much stronger during Christmas. Factors like price, convenience, availability, and even the weather can influence where people choose to shop. These are crucial considerations for last-minute Christmas shoppers, who are often rushing and stressed to find the perfect gift as quickly as possible. Despite this, some people are determined to support Santa Cruz's small and medium-sized businesses during the festive season, no matter what.

Teresa Delgado Fariña was firm: "We absolutely must support local businesses. We just bought something at a men's clothing store nearby that's been open for 30 years. We congratulated the owner for keeping it going for so long – it's a huge accomplishment." She added that the price was very good, dispelling the idea that shopping at small businesses is always more expensive. "We buy everything from the shops in this outdoor shopping area, because if we let big retailers take over completely, our traditional stores will vanish," she warned.

Isaac Hernández Afonso felt "indifferent" about where he shopped. "Given how crowded the shopping centers have been lately, I think it was actually easier to park in the city center right now than at a big retail store," the Garachico resident noted. For him, speed and convenience were the most important factors.

Eva García happily stated, "I always come to shop here, to spend my money in the center of Santa Cruz." She believed that the shopping options found in large retailers in the capital were also available on the main Castillo street. "The stores are practically the same, so you just walk around a bit and find what you need," she argued.

Cordovés actively avoids "shopping centers. This Christmas, I haven't been to a single one. Everything we've bought has been from 'little shops,' from local businesses," he explained. He travels frequently for work and was genuinely disappointed to discover that the exact same stores he sees at home also exist in other countries. "I was hoping to find a shop where I could buy something unique, but it just wasn't possible. I couldn't find anything different," he lamented, reflecting on globalization.