Three Kings Day figurines, for the Feria Navideña at El Centro Cultural de las Americas.

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For most Americans, the Christmas season is just a memory, save for the gifts that need to be returned and the gift cards that must be spent.

For those observing the Mexican calendar of Christmas festivities, however, Friday marks the traditional big celebration of the holiday, Día de los Santos Reyes, or Three Kings Day.

Also known as Epiphany Day, it commemorates the day the three wise men brought gifts to the newly born Jesus Christ. In Mexico, it's the occasion to give gifts, although recent practice is to exchange presents on both Christmas Day and Epiphany Day, according to the Mexonline.com Web site.

Three activities in Tucson will echo the traditions of the holiday.

The senior program at El Rio Recreation Center will hold an open house during its morning Three Kings Day celebration on Friday.

"I do the celebration every year," said Mariela Vega, but the open house is a new element.

Vega will serve several roscas de reyes, rings of sweet bread with fruit. Baked inside each loaf is a clay doll that symbolizes the baby Jesus.

Typically, the person who gets the doll in a slice of bread is obligated to throw a party on Día de la Candelaria, or Candlemas, on Feb. 2, which marks the end of the Christmas season.

Instead, those at the open house who get the dolls will win prizes, Vega said.

The festivities for the 60-and-older crowd also will include playing lotería — a Mexican form of bingo — and making crafts such as paper flowers.

Día de los Santos Reyes also marks the final day of the annual Feria Navideña, a Mexican-style Christmas market selling items with which to create Nacimientos, or Nativity scenes.

"It's part of our celebration" at the store, says Mike Weber, who brings the imports to sell. "It's a time to relax."

The store will serve Spanish hot chocolate and a rosca de reyes. The person who gets the doll can select a free Nativity set to take home, said Weber.

Children can learn about the celebration on Saturday as part of the Tucson Children's Museum's Festivals of Light series.

Youngsters can make crowns and Nativity scenes during the afternoon festivities. Mariachi las Aguilitas de Davis and the Rio Rico Children's Folklorico dance troupe will perform.