Christmas in July: Why You Should Celebrate the Holidays Early in Your Bakery (And How to Do It)

There’s a reason why they call the holiday season “the most wonderful time of the year” – plenty of them, in fact. Few things are more delightful than the twinkling lights, the festive music, and the delectable treats that we often associate with Christmas and New Year’s. But if you own a business – like a bakery or a pastry shop, perhaps – why wait until December to spread a little holiday cheer? “Christmas in July” is totally a thing: a fun and unexpected twist that can give your business a mid-year boost (when it might need it the most!).

Here’s why celebrating Christmas in July is a fantastic idea for any bakery or pastry shop, as well as tips on how to make it a guaranteed success:

Christmas in July A Brief History

You might be surprised to know that the concept of celebrating Christmas in July isn’t actually a recent novelty. Its origins date all the way back to the 1800s, in fact – a French opera written in 1892 entitled “Werther” includes a section in which children rehearse a Christmas song in July. A character in the opera then responds, "When you sing Christmas in July, you rush the season."

On the American side of things, though, the term – if not the exact concept – may have come into national consciousness after the 1940 release of “Christmas in July”, a Hollywood comedy film written and directed by Preston Sturges, starring Dick Powell and Ellen Drew. In it, a man is fooled into believing that he has won a sizable cash prize after entering an advertising slogan contest. He then goes on to buy presents for his loved ones and neighbors, and proposes marriage to his girlfriend.

Christmas in July is also commonly celebrated in countries in the Southern Hemisphere, such as Australia, New Zealand, Brazil, and South Africa. That’s because their seasons are in reverse to the Northern Hemisphere, and summer falls between the months of December to February there. They therefore celebrate Christmas in July to experience the holidays with a winter feel!

As a Business, Why Celebrate Christmas in July?

1. Boost Summer Sales

Summer tends to be a relatively slow season for many bakeries. People are often on vacation, or simply less inclined to purchase and consume baked goods. A Christmas in July promotion can revitalize your business during this lull, attracting customers who may be craving a bit of festive fun in the midst of summer heat.

2. Create Buzz and Attract New Customers

Few people can resist the charm of Christmas decorations and holiday-themed treats that remind them of cooler temperatures, especially when it’s sweltering outside! Celebrating Christmas in July is a great way to generate buzz and excitement while also attracting new customers who are curious about your offerings.

3. Unleash Your Creativity

If you’re experiencing a bit of burnout making and baking the same things day in and day out, Christmas in July can offer a welcome respite from the doldrums. It allows you to get creative with your menu and decorations – you can lean into some truly innovative ideas, such as gingerbread men sporting sunglasses or snowflake cookies decorated in bright summer colors. It’s a great chance to experiment and demonstrate your imagination and versatility, which can, in turn, give you an edge over your competitors.

How to Celebrate Christmas in July in Your Bakery

Holiday-Themed Menu Items

The first step in celebrating Christmas in July in your bakery is to create a special menu that features holiday favorites – with a summer twist!

Classics like gingerbread cookies and fruitcake should be included, of course, but don’t be afraid to lean into the ironic nature of the concept by giving them a summer-inspired flair with tropical ingredients like coconut or pineapple. While you’re at it, consider offering other treats like eggnog-flavored milkshakes or Christmas tree cupcakes with summer fruit decorations.

Special Offers, Christmas Boxes, and Promotions

Good deals are irresistible no matter the time of year, but especially during the holiday season. Christmas in July is an excellent marketing tool to justify promotions like “Buy One Get One Free” on your holiday-themed items, or discounts for customers that come in their Christmassy best. It’s also a good time to offer themed pastry Christmas boxes or even advent calendar treat boxes that customers can purchase as unique summer gifts!

Festive Decor and Ambiance

There’s no better time to remind people of cooler, more comfortable temperatures than the height of summer! Transform your bakery or pastry shop into a winter wonderland by installing twinkling fairy lights and Christmas trees, and don’t forget to blast holiday music. For a fun twist, you can use bright, summery colors.

Doing so doesn’t just set the mood – it also makes for great social media photo ops, encouraging your patrons to share their experience in your establishment online (and reach a wider audience!).

Prepare for Christmas in July With Our Christmas Boxes!

We’re holding a special Christmas in July sale here on A Specialty Box, too! Get 10% off on all rigid and heart boxes, 15% off all folding cartons and trays, and an additional 40% to 80% off on select clearance items.

Our high-quality Christmas boxes come in various sizes, shapes, and styles, and feature whimsical designs in traditional Christmas colors. They’re the perfect way to showcase your unique selections and keep your treats safe while in transit! Explore our website now to view our entire catalog!

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