The Journal

Christmas in July Is Now a Multi-Billion-Dollar Retail Event

Christmas in July has evolved far beyond a fun summer tradition. Today, it has become one of the biggest mid-year shopping events worldwide.

According to the National Retail Federation (NRF), U.S. retail sales increased 5.89% year over year in July, driven largely by summer promotional events. Retail executives noted that consumers increasingly use July sales to purchase gifts months before December.

At the same time, Adobe reported that major July shopping events generated approximately $24.1 billion in online spending in the United States, representing a 30.3% increase compared with the previous year. Many analysts now refer to July as the unofficial "Black Friday of Summer."

As a result, Christmas in July has become both a cultural celebration and an important retail season.

What Is Christmas in July?

Christmas in July is an unofficial holiday celebrated during July that recreates the atmosphere of Christmas several months before December.

People often celebrate by:

• Hosting Christmas-themed parties
• Exchanging gifts
• Watching holiday movies
• Decorating homes
• Organizing Secret Santa events
• Taking advantage of Christmas in July sales

Although it is not a federal holiday, millions of people participate every year across the United States, Australia, New Zealand, and other countries.

Where Did Christmas in July Come From?

One of the earliest documented Christmas in July celebrations occurred at Keystone Camp in North Carolina in 1933.

Camp founder Fannie Holt organized a Christmas-themed event featuring:

• Carol singing
• Christmas trees
• Gift exchanges
• Santa Claus
• Artificial snow made from cotton

Historical records from the camp indicate that the celebration quickly became a beloved annual tradition and later spread across the United States.

Over time, churches, community groups, retailers, and media companies adopted the concept.

Why Do People Celebrate Christmas in July?

1. To Enjoy Christmas Twice a Year

Many people simply love Christmas traditions and welcome an additional opportunity to celebrate with family and friends.

2. Winter Christmas in the Southern Hemisphere

In countries such as Australia and New Zealand, July falls during winter. This creates the cold-weather atmosphere many associate with a traditional Christmas celebration.

3. Early Holiday Shopping

Consumers increasingly use July promotions to spread holiday spending across the year. This helps families avoid the financial pressure of last-minute Christmas shopping.

4. Summer Social Events

Christmas in July also provides a unique reason for themed dinners, community gatherings, and workplace celebrations.

Christmas in July by the Numbers

Why Western Bags Are Popular Christmas in July Gifts

Western handbags combine fashion and functionality.

• A quality western purse can:
• Elevate everyday outfits
• Last for years
• Match multiple wardrobes
• Provide practical daily use
• Reflect personal style

For many shoppers, these qualities make Western bags a more meaningful gift than seasonal novelty products.

Best Christmas in July Gift Ideas for 2026

1. Patriotic Americana Accessories

With Christmas in July falling just weeks after Independence Day, patriotic accessories remain especially popular during the season. In 2026, the celebration carries even greater significance as the United States marks its 250th anniversary—a historic milestone honoring two and a half centuries of American history and heritage.

For shoppers looking for a meaningful and practical gift, an American flag purse or patriotic handbag is a perfect choice. Collections from Montana West, including American flag purses and Americana-inspired accessories, offer a timeless way to celebrate national pride while adding a distinctive Western touch to everyday outfits. 

2. Western Handbags

Western handbags are a timeless gift choice that blends fashion with everyday functionality. Featuring signature details such as tooling, fringe, embroidery, and classic Western craftsmanship, Montana West western purses offer a versatile style that can be carried throughout every season.

3. Cow Print Bags

Cow print bags continue to be one of the hottest trends in Western fashion. Combining a bold statement look with practical everyday use, Montana West cow print purses make a fun and fashionable gift for anyone who loves the modern cowgirl aesthetic.

4. Western Tote Bags

For shoppers seeking a gift that is both stylish and practical, a Western tote bag is an excellent choice. With spacious interiors and versatile designs, Montana West tote bags are perfect for work, travel, shopping, and everyday adventures.

Frequently Asked Questions

Is Christmas in July a real holiday?

No. It is an unofficial cultural celebration rather than a government-recognized holiday.

Where did Christmas in July come from?

Most historical sources trace the tradition back to Keystone Camp in North Carolina in 1933.

Who celebrates Christmas in July?

Families, retailers, community groups, and holiday enthusiasts across multiple countries celebrate it.

Why is Christmas in July popular in Australia?

July occurs during winter in Australia, making it possible to enjoy a traditional cold-weather Christmas experience.

When is Christmas in July celebrated?

Most celebrations take place from mid-July through the end of July.

What are the best Christmas in July gifts?

Popular choices include western handbags, tote bags, crossbody purses, home décor, clothing, and personalized accessories.

Final Thoughts

Christmas in July started as a small summer camp tradition in North Carolina. Today, it has become a global cultural phenomenon and a major retail event. With billions of dollars spent during July promotions and growing consumer participation each year, the celebration continues to expand. For western fashion enthusiasts, it also provides the perfect opportunity to discover timeless handbags, cow print accessories, and practical gifts months before the holiday rush begins.