CHRISTMAS IN JULY

Vancouver, B.C., July 6, 2023

Unraveling the Origins of a Festive Tradition

As the temperatures rise and summer reaches its peak, a peculiar yet delightful tradition takes hold in many parts of the world—Christmas in July. This midyear celebration brings the magic and joy of the holiday season to an unexpected time, offering a delightful twist to the ordinary summer months. But have you ever wondered where this festive tradition originated? Join us as we dive into the history of Christmas in July and uncover the story behind its joyful existence.

The Birth of Christmas in July:
The concept of Christmas in July can be traced back to the United States in the early 20th century. The exact origin remains a topic of debate, but one significant milestone in popularizing the idea was the 1940 comedy film aptly titled "Christmas in July." Directed by Preston Sturges, the film depicted the story of a man who mistakenly believes he has won a large sum of money in a contest and goes on a holiday spending spree. The film's humorous portrayal of misplaced Yuletide festivities captured the imagination of the audience and planted the seed for the notion of celebrating Christmas during the summertime. 

Midyear Marketing Magic:
While the film played a pivotal role, it was the retail industry that truly propelled the concept of Christmas in July. In an effort to boost sales during the traditionally slower summer months, merchants began offering Christmas-themed promotions, sales, and events in July. By capitalizing on the nostalgia and cheer associated with Christmas, they effectively created a new marketing strategy that resonated with consumers. The idea was met with enthusiasm, as people welcomed the opportunity to experience the joy of the holiday season twice a year. 

The Southern Hemisphere Connection:
In countries like Australia, New Zealand, and South Africa, where Christmas falls during the summer, celebrating Christmas in July takes on a different significance. Here, the concept provides a unique connection to the traditional wintry Christmas celebrated in the Northern Hemisphere. With snow and cold weather absent from their December festivities, people embrace the opportunity to experience a touch of the white Christmas magic during the colder winter days of July.

Traditions and Festivities:
During Christmas in July, communities and individuals engage in various activities reminiscent of the December celebrations. Decorations adorn homes and public spaces, with festive lights twinkling in the summer nights. Some host gift exchanges, while others organize charity events to spread goodwill and extend the spirit of giving. Festive meals with beloved holiday treats, such as roasted turkey, gingerbread cookies, and eggnog, are enjoyed with family and friends. It is not uncommon to find people donning Santa hats or dressing up as Santa Claus himself, adding a touch of merriment and cheer to the midsummer days.

Christmas in July is a beloved tradition that brings the enchantment of the holiday season to an unexpected time of year. Originating from a combination of mid-20th-century cinema and retail marketing strategies, it has become a global phenomenon. Whether as a nostalgic nod to winter Christmases or a whimsical celebration during summer, Christmas in July continues to unite people in the spirit of giving, love, and holiday cheer, spreading joy and merriment worldwide.

Let's spread the Christmas spirit early this year.