If you vacation at the Delaware beaches in late July, particularly at Lewes or Rehoboth Beach, you’ll be bombarded by “Christmas in July” sales announcements in the stores lining the sandy avenues. These coastal towns, known for their lively summer tourism, have spun the sales activities into full-blown festivals complete with concerts, foods, and performances. These events attract both locals and tourists, offering a unique blend of summer fun and holiday spirit. While “Christmas in July” as a motif for summer clearance sales feels deeply ingrained in our culture, it’s surprising to note that the phrase used in this context is less than 100 years old.
The term “Christmas in July” is believed to have originated in the Southern Hemisphere, particularly in Australia and New Zealand, where July is one of the coldest months due to their reversed seasons. The idea was to have a festive celebration during the winter months, mimicking the traditional December Christmas. In Australia, Christmas in July is widely celebrated with events such as the Blue Mountains Yulefest, where venues offer traditional festive meals and decorations. New Zealand’s ski resorts also embrace the tradition, creating a winter wonderland with Christmas-themed parties and events. The concept has spread to other Southern Hemisphere countries as well. For instance, the South African town of Hogsback hosts a Christmas in July festival featuring themed dinners and activities. These celebrations allow residents of the Southern Hemisphere to experience a more traditional “white Christmas” atmosphere during their winter season.
The concept has gained broader cultural traction in the Northern Hemisphere as well. Interestingly, references to Christmas in July predate its modern usage. A British maxim from the 19th century extols, “To wrap a mince pie in silver paper and keep it from Christmas till July and then eat it is said to bring good luck.” Silver paper, an early form of tin foil, was invented in 1810. Later, in 1894, Elizabeth Beall Ginty published an English translation of the French opera “Werther.” In the story, when a group of children rehearse a Christmas song in July, a character responds: “When you sing Christmas in July, you rush the season.” These historical references demonstrate that the idea of Christmas in July has been percolating in Western culture for over a century, even before it became the commercial phenomenon we know today.
In 1935, a girls’ summer camp, Keystone Camp, in Brevard, North Carolina, aimed to give campers a fun, festive experience reminiscent of the joy of Christmas, albeit in the warmer months. “When the curtains opened we found ourselves looking at a group of carolers standing by the Christmas Tree,” said camper Blanche Ulmer Pavlis of the event. “Then who should arrive but Santa Claus himself? Right out of the top of the shoe house to the tune of ‘Jingle Bells.’ After saying ‘Hello’ to everyone he began giving out the presents. Then the carolers began throwing cotton imitation snow. And those who have never seen snow got quite a thrill.”
Preston Sturges’ 1940 comedy film “Christmas in July” played a significant role in popularizing the phrase in American culture. The movie centers on Jimmy MacDonald, an office clerk who believes he has won a fortune in a contest due to a prank. Sturges uses the concept as a metaphor for unexpected joy arriving out of season, exploring themes of consumerism and the American Dream. The film humorously critiques materialism while celebrating generosity. By cleverly incorporating the phrase into this critically acclaimed work, Sturges helped cement “Christmas in July” in the American lexicon, paving the way for its future commercial and cultural applications.
In 1944, the U.S. Post Office, along with the Army and Navy, launched an early Christmas mail campaign to encourage Americans to send gifts to soldiers overseas early to ensure delivery by December. This initiative, publicized as “Christmas in July,” helped popularize the term. The impact was certainly felt in Delaware, as reported by The News Journal on July 19, 1945. Thomas Bayard Lewis, a returned GI, received a Christmas package sent ten months earlier that had “followed him all around the world.” Lewis “unwrapped it at his table, at the same place where on Oct. 13, 1944, his friends had been packing Christmas gifts for News-Journal employees overseas.” The package had traveled to New Guinea, the Philippines, and hospitals before reaching Lewis at home in Wilmington. He found “the contents — soap, magazines, toothbrush and all—in good condition.”
The “Christmas in July” concept resonated with some thrifty Delawareans. As noted by local columnist Marian Mays Martin in The Morning News on December 2, 1941, some savvy shoppers were already practicing this approach. Martin described these individuals as “human squirrels who hoard their plunder until it’s time to date it by its holiday wrappings.” She advocated for off-season shopping, stating, “It is a pity that more people do not do their Christmas shopping in July and August. It would mean a saving in every sense of the word.” Martin’s column reflects how the idea of “Christmas in July” shopping was gaining traction in Delaware, even before it became a widespread commercial phenomenon. This local perspective shows how the concept was not just a national trend, but something that resonated with practical-minded Delawareans looking to stretch their holiday budgets.
Delaware businesses embraced the “Christmas in July” concept as early as the 1940s, with the trend gaining significant momentum by the 1950s. Local retailers promoted mid-year Christmas-themed sales, featuring holiday decorations and discounts on merchandise. For instance, in May 1944, Wilmington’s Braunstein’s department store advertised their summer white fashions as “like flowers in January… Christmas in July… now a sudden snowstorm in May!” Similarly, Laub Furriers in Wilmington capitalized on the theme in June 1955, promoting a South American otter jacket as part of their “Christmas in July” sale. By 1957, Wanamaker’s was selling a “Christmas In July” fragrance series, promising to keep customers “cool as a snowman, sparkling as a snowflake and as gay as Santa himself all summer long.” These creative marketing tactics not only spurred consumer spending during the traditionally slower summer months but also allowed for the clearance of excess stock.
Various Delaware communities and organizations have embraced “Christmas in July” for its recreational and charitable potential. For instance, the John G. Leach School’s summer day camp for children with cerebral palsy adopted the theme in 1960. As reported by The Morning News on July 26, 1960, the camp planned “a big party for the children with a visit from Santa who will be in an express wagon instead of a sleigh and whose vehicle will be drawn by eight reindeer played by cerebral palsied children in wheelchairs.”
Local charities also leveraged the concept. The Old Asbury Community Center on Wilmington’s East Side held an annual “Christmas in July” party to collect school clothing for needy children. The News Journal reported on July 20, 1965, that “Adults with an out-of-season Christmas feeling are asked to bring new clothing, or used items in very good condition to the party.”
Social organizations joined in. The Delaware chapter of the Order of the Eastern Star sponsored a “Christmas in July” bazaar. According to The Morning News on July 20, 1973, the event featured “Handmade articles for adults and children, gifts for Christmas and everyday items,” with proceeds donated to “cancer research or other charities.”
These events, mimicking traditional Christmas celebrations, fostered a sense of community and goodwill throughout Delaware, demonstrating how the “Christmas in July” concept was adapted for both recreational and charitable purposes in the state.
“Christmas in July” has indeed found a home in Delaware, from coastal town festivities to charitable events in Wilmington. This quirky tradition, adopted and adapted by local businesses, community organizations, and residents alike, showcases the First State’s creativity and generosity. Whether you’re bargain hunting in a Rehoboth Beach boutique or donating to a summer charity drive, Delaware’s embrace of this mid-year celebration adds a touch of holiday cheer to the dog days of summer, creating lasting memories and strengthening community bonds across the state.
