According to a recent survey commissioned by General Mills, 15 percent of the nation’s 40 million Hispanics will not be celebrating this holiday season. The reason is basic unfamiliarity with traditional American holidays including Halloween and Thanksgiving. A majority of Hispanics surveyed, 65 percent, would welcome learning more about the holidays as a way of improving their lives. 

"We believe familiarity with basic cultural traditions, such as holidays, constitutes an accurate indicator of a community's or an individual's level of acculturation," said Rudy Rodriguez, Director,
Multicultural Marketing, General Mills. "In that regard, this study's findings will greatly assist us in executing our overall Hispanic strategy, as well as in identifying those areas of everyday life on which we need to continue focusing."