It may come as a surprise that “Christmas in July” was not invented by retailers since its sounds like just another clever marketing idea to juice up slow summer business. This whimsical theme for a sale has become quite popular in recent years, but if it wasn’t invented by Hallmark, big box stores or Santa’s agent – how did it get started?
From the Mouths of Babes
The first mention of “Christmas in July” was in an 1892 opera based on a story by Goethe, The Sorrows of Young Werther. In the French opera, a group of children were rehearsing a Christmas song in July, when a character responded: “When you sing Christmas in July, you rush the season.” The seed was planted…
Christmas in July: The Summer of 1933
The actual phrase, “Christmas in July”, was coined at a girls summer camp in North Carolina in 1933. Having been a camper from age 6-22, I can imagine how it came about as they searched for a unique theme for an original play. There was a tree, gifts and even a visit from Santa Claus. Word of the charming production spread when it was mentioned in the National Recreation Association Journal in 1935 and was praised for its wonder and mystery around the holiday.
Next came a Hollywood movie in 1940 called Christmas in July. It should have been named, April Fools Day because a man was fooled into believing he won $25K in a contest. This comedy gave the phrase the national attention that was needed for the concept to take hold.
And so it went!
A church in Washington DC, in 1942 celebrated Christmas in July with carols, a tree full of donations and a sermon extolling the virtues of gifting early to missions around the world. The service was broadcast over the local radio in 1946 and went viral.
In 1944 and 1945 the U.S. Post Office and officials from the Army and Navy, collaborated with the advertising and greeting card industry to create a NY Christmas in July luncheon to promote a summer care-package campaign for WWII overseas servicemen.
It didn’t take long for Christmas in July themes to show up in advertising. Print materials for summer Christmas sales can be traced to 1950.
More Fun Facts about Christmas in July
- It is usually celebrated on July 25th.
- Australians love celebrating Christmas in July, their coldest month. Also known as Yulefest, festivities are held on beaches with songs, costumes and beer or at traditional family dinners with all the trimmings.
- The colors red and green are often used in July Christmas celebrations. Red – to show the flow of life, love, passion and energy and green – to connect to the transformative element of nature, radiating energy and rebirth.
- A popular amusement park in Denmark crowns a King of Santas during the July Congress of Santa festival where hundreds of Santas, Mrs. Clauses, and elves parade down to the beach.
The Spirit of the Sale
There are lots of fun ways you can get into the spirit of celebrating the holiday in the summer. We love any excuse for decorating, dressing-up and gift giving and so we are having our own Christmas in July Sale.
It may only be the end of July but there are just 5 months left until Christmas; why not seize the moment? Many people do prefer to leave their holiday shopping to the last minute; waiting for that under the wire intensity to spur them into making a purchase, but a recently published statistic stated that about one-third of holiday shoppers actually start purchasing gifts in September. You could be part of the super early bird shoppers and get some very special gifts this year.
Our Christmas in July Sale features a beautiful collection of quality, one of a kind, handmade jewelry in a variety of styles to suit every woman, in every season. From beachy baubles, to earthy boho pendants; glamorous fall statement necklaces to romantic winter collars.
Snap up some goodies for yourself or for others and enjoy early holiday savings of 20% off everything – NOW through Sunday, July 31, 2016.
No coupon is needed and items are sent in a special gift box upon request. Spread the holiday cheer and kindly share our Sale with friends.
Shop Now and Enjoy!