Do You Do Christmas In July?

In the Northern Hemisphere, a Christmas in July celebration is deliberately ironic; the July climate is typically hot and either sunny or rainy, as opposed to the cold and snowy conditions traditionally associated with Christmas celebrations in the higher latitudes of the Northern Hemisphere. Some people throw parties during July that mimic Christmas celebrations, bringing the atmosphere of Christmas but with warmer temperatures. Parties may include Santa Claus, ice cream and other cold foods, and gifts. Nightclubs often host parties open to the public.

The late July period provides relatively few opportunities for merchandising, since it is typically after the peak of summer product sales in June and early July, but before the "back to school" shopping period begins in August. Therefore, to justify sales promotions, shops will sometimes announce a "Christmas in July" sale.

While they have not called the sales “Christmas In July” Amazon and Walmart are going head-to-head this July in specials sales for special customers.

Television mass marketer QVC has rolled out their Christmas in July sale as well. They even have Extended Returns QVC® makes Holiday Returns easy! Any item you purchase from our Christmas in July® Sale can be returned for any reason for a refund of the purchase price, minus the original shipping and handling and the Q Return Label fee, until January 31, 2016. Shop with Confidence on QVC.

The earliest known occasion to make the phrase Christmas in July literal was in July 1933 at Camp Keystone, a girl's summer camp in North Carolina, which celebrated with a Christmas tree, gifts, and a visit by Santa Claus. In 1935, the National Recreation Association's journal Recreation described what a Christmas in July was like at a girl's camp, writing that "all mystery and wonder surround this annual event."

The term, if not the exact concept, was given national attention with the release of the Hollywood movie comedy Christmas in July in 1940, written and directed by Preston Sturges. In the story, a man is fooled into believing he has won $25,000 in an advertising slogan contest. He buys presents for family, friends and neighbors, and proposes marriage to his girlfriend.

In 1942, the Calvary Baptist Church in Washington, D.C., celebrated Christmas in July with carols and the sermon "Christmas Presents in July". They repeated it in 1943, with a Christmas tree covered with donations. The pastor explained that the special service was patterned after a program held each summer at his former church in Philadelphia, when the congregation would present Christmas gifts early to give ample time for their distribution to missions worldwide. It became an annual event, and in 1946 the service began to be broadcast over local radio.

More importantly treating your customers to great customer service during and following all sales events is a basic part of your success.

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