DollarDays, a premier Internet-based product wholesaler to small businesses and local distributors, reported today that the growing popularity of the Cinco de Mayo holiday has led to an expansion in Latino-themed merchandise. According to the U.S. Census Bureau, the nation’s Latino population stands at more than 38 million, making Hispanics the largest minority group in the country.

“As the United States’ Hispanic population continues to grow, small retailers are stocking up on products geared to that market,” said DollarDays’ Chief Operating Officer Marc Joseph. “Health and beauty products, herbal teas and medicines and greeting cards are among DollarDays’ top-selling Latino-themed merchandise. We are seeing our orders for Cinco de Mayo double year after year,” Joseph said. “It’s becoming like St. Patrick’s Day—you don’t have to be Latino to enjoy the celebration.”

Cinco de Mayo commemorates a Mexican Army victory over the French in 1862. But, in the United States, Cinco de Mayo celebrations often honor Hispanic culture.