Christmas Trees in July? Origins of Christmas in July Celebration in Retail & Roadrunner Emporium

Christmas in July or Christmas in Summer is a second Christmas celebration held around the summer season, mainly during July. It is centered around Christmas-themed activities and entertainment, including small gatherings, seasonal music and specials, and shopping, with the goal of getting the public in the “Christmas spirit” during the summer season and engaging with retail stores during the slump of summer sales in July.

Werther, an 1892 French opera with libretto by Édouard BlauPaul Milliet, and Georges Hartmann, had an English translation published in 1894 by Elizabeth Beall Ginty. In the story, a group of children rehearses a Christmas song in July, to which a character responds: “When you sing Christmas in July, you rush the season.” It is a translation of the French: “vous chantez Noël en juillet… c’est s’y prendre à l’avance.”[1] This opera is based on Goethe‘s The Sorrows of Young Werther. Christmas features in the book, but July does not.

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 1945, the service began to be broadcast over local radio.

The U.S. Post Office and U.S. Army and Navy officials, in conjunction with the American advertising and greeting card industries, threw a Christmas in July luncheon in New York in 1944 to promote an early Christmas mailing campaign for service men overseas during World War II. The luncheon was repeated in 1945.

American advertisers began using Christmas in July themes in print for summertime sales as early as 1950.  In the United States, it is more often used as a marketing tool than an actual holiday. Television stations may choose to re-run Christmas specials, and many stores have Christmas in July sales. Some individuals choose to celebrate Christmas in July themselves, typically as an intentionally transparent excuse to have a party. This is in part because most bargainers tend to sell Christmas goods around July to make room for next year’s inventory.

In the Northern Hemisphere, a Christmas in July celebration is deliberately ironic; the July climate is typically hot and either sunny or rainy with thunderstorms, 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 Clausice cream and other cold foods, and gifts. Nightclubs often host parties open to the public. Christmas in July is usually recognized as July 25 but also sometimes celebrated on July 12.

The Hallmark Channel and its companion outlets (Hallmark Drama and Hallmark Movies & Mysteries) run blocks of their original Christmas television films in July to coincide with the release of the Keepsake Ornaments in stores, thus literally making the event a Hallmark holiday (an accusation that Hallmark Cards officially denies).

Every July, the television home shopping channel QVC has Christmas in July sales, mostly decor and early gift ideas for children. What was once a 24-hour block of holiday shopping every July 25 (or the closest weekend day to it) has become a month-long event: generally, the sales begin on July 1 and are showcased throughout the day, with various blocks of holiday sale programming sales throughout the month. Generally during the last week of July, QVC will dedicate entire days to holiday sales.

Christmas in July in Alamogordo…

This past weekend was the Christmas in July Craft Fair at 705 Delaware Avenue featuring tons of crafts from local craftspersons and artist.

Check out the biggest Christmas in July window display in Otero County at the Roadrunner Emporium 928 New York Avenue Alamogordo. Several of its 42 partners are offering Christmas in July discounts from 10% to 30% off discounts of their expanded art work, Native American Art, Antiques, jewelry, collectibles and more.

The Burro Street Exchange – Cloudcroft, NM sections of jewelry, unique gifts and more.

McGinn’s Pistachio Land-World’s Largest Pistachio select gifts, unique decor and more, 70, 7320 US-54, Alamogordo, NM 88310

Most major online retails from Amazon, QVC, Macy’s and more are offering Christmas in July sales.

So escape the summer heat and if in Alamogordo come check out Christmas in July at select fine small businesses such as Roadrunner Emporium, check out Victoria and other fine local shops on New York Avenue Alamogordo, Cloudcroft’s downtown and other local business locations around the area. 

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Where in New Mexico would someone go to see original Root Art, Cholla Desert Cactus Art, Sculptures of Recycled Metals combined with 5000 year old lava rock, original paintings and more? Santa Fe? NO, Alamogordo Of Course! Alamogordo Town News Showcase Roadrunner Emporium Art Gallery…

Where in New Mexico would someone go to see original Root Art, Cholla Desert Cactus Art, Sculptures of Recycled Metals combined with 5000 year old lava rock, original paintings, New Mexico Photography and more? Santa Fe? Albuquerque? No, to see these original works of art and much much more one must travel to Alamogordo New Mexico’s Main Street, Roadrunner Emporium, 928 New York Avenue Alamogordo…

Original Rene Sepulveda Carrousel Horse Sculpture
Artist Rene Sepulveda Presents at Roadrunner Emporium Alamogordo
1000 Sunflowers a Window Display to Bring Joy Roadrunner Emporium Alamogordo
Awesome window displays by local artist to inspire Roadrunner Emporium Alamogordo

Roadrunner Emporium hosts 40 partnered vendors,  Artist Rene Sepulveda showcases his works that have been purchased by individuals in Europe, Mexico, Canada and throughout the United State. Rene Sepulveda does not take his art work too serous and approaches with whimsical insights but serious in their color, texture and use of natural elements procured from the natural environment.

Rene Sepulveda is credited with starting the “colorlicious styling & textured design’s” trend for in home, patio decor and fine art piece designs. His captivating sculptures crafted of Cholla Art, 5000 year old Lava Rock and/or recycled metals are being received to much acclaim and are bringing a little touch of New Mexico’s Desert in the form of artist sculptures using Cholla Cactus Skeleton, lava and metals to homes and offices throughout America.

His rootart (tree root art) offerings have been showcased in haunting displays, window displays by galleries and retail establishments in New Mexico, California and the western US and have been known to shock and to inspire.

Rene Sepulveda’s newest released collection released 3/14/2021 is “The Valley of the Fires Sculpture Collection” highlights the use of natural wonders from the Tularosa Basin combining recycled 5000 year old lava rock with recycled metals and/or distressed driftwood to create one of kind unique artistic wonders ideal for the home, patio or professional office spaces. His items ship around the world but are hosted at Roadrunner Emporium, Alamogordo.

Per the artist, “I believe that the artistry of Cholla Art, Tree Trunk Art, Root Art or Lava Rock and Metal works are unique and not well understood, in that most homeowners or business owners don’t have the knowledge of the beauty these pieces can bring to their environment. Most people have not been exposed to these kinds of sculptured works, very few artists create art with these mediums as a canvas. Most people don’t know the sense of Zen or harmony that is created by including these pieces into the home, office, or business environment. However those that venture south to Alamogordo are in for a treat. A treat of the senses. When they visit downtown Alamogordo they will find a gem of a art gallery that is part art gallery, part antiquing paradise, and more. One never knows what surprise awaits the customer that strolls into Roadrunner Emporium, Alamogordo. “

Delia Lopez Holloway showcases her works of wonder, complex design and interpretative expression on canvas. A Fine Arts Major of New Mexico State University. Her artistic creations are an expression of love, joy, beauty, calm and on occasion the exact opposite. She believes art show provoke and inspire.

A Collection of the Beauty of Women Expressed and on Exhibition at Roadrunner Emporium, Alamogordo New Mexico
The Beauty of Women A collection of Works by Delia Lopez Holloway Roadrunner Emporium & Gallery, Alamogordo New Mexico ( Alamogordo Town News 2nd Life Media
An Expression of Exquisite Color and Complexity on Exhibition Roadrunner Emporium & Art Gallery, Alamogordo New Mexico by Delia Lopez Holloway
An Expression of Exquisite Color and Complexity on Exhibition Roadrunner Emporium & Art Gallery, Alamogordo New Mexico by Delia Lopez Holloway ( Alamogordo Town News 2nd Life Media)

Photography such as from the infamous California nature photographer Janet Thornton. Scenes from California, New Mexico and the natural environment around us…

Moss A Photograph in Nature Janet Thornton Gallery Roadrunner Emporium
“Moss” A Photograph in Nature Janet Thornton Gallery Roadrunner Emporium
"Wisteria" A Photographic expression of color by Janet Thornton Galleries at Roadrunner Emporium Alamogordo
“Wisteria” A Photographic expression of color by Janet Thornton Galleries at Roadrunner Emporium Alamogordo (Alamogordo Town News, 2nd Life Media)

The photography of history and abandon of New Mexico by Author, Display Artist and Photographer Chris Edwards 2nd Life Gallery, Roadrunner Emporium, 928 New York Avenue Alamogordo.

Photography of Author Chris Edwards Coach Bob Sepulveda The Early Days
Photography of Author Chris Edwards Coach Bob Sepulveda The Early Days
Photography of Author Chris Edwards Coach Bob Sepulveda The Early Days
Photography of Author Chris Edwards Coach Bob Sepulveda The Early Days
Photography of Author Chris Edwards Coach Bob Sepulveda The Early Days
Photography of Author Chris Edwards Coach Bob Sepulveda The Early Days

The Roadrunner Emporium, 928 New York Avenue Alamogordo is owned by Debra Reyes and is dedicated to the enrichment of the cultural arts and downtown redevelopment of the Alamogordo Main Street District. It is located in a historic building that is clean, fresh and historic. Come check out the best art gallery in Alamogordo for art and more 10 to 5 daily. Closed Sundays. 

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