It is common practice in our country for retailers to promote Christmas in July between the peak of summer product sales and back–to-school promotions. A manufactured holiday of sorts, consumer marketers needed a reason to put their products and services on sale between  Independence Day and Labor Day.  Advertisers actually began marketing Christmas in July in the print ads in 1950; a popular practice which continues today.

But there is more to the practice than simply a strategy for increasing retail revenue figures.  In fact, there really is an authentic Christmas in July.   Countries in the southern hemisphere (where winter falls in July) such as South Africa, New Zealand and Australia, began celebrating Christmas in the summer so the holiday could have a winter feel and setting. Not wanting to be outdone, folks in the northern hemisphere began throwing parties in July that imitated Christmas celebrations during the warm weather. They serve ice cream and other cool food and beverages. And sometimes, even Santa makes an appearance.  

Another possible reason for the notion of Christmas in July?  Back in 1940 Hollywood released a movie comedy called Christmas in July. In this movie, a man is tricked into thinking he has won $25,000 in a slogan writing contest.  Believing he is instantly rich, the man begins buying gifts for everyone he knows and even proposes to his girlfriend.  For him, it truly was, Christmas in July, albeit a short-lived one.