Yesterday, I was obliged to take a trip to my local Toys R Us store. The kid needs a new bike and that seemed like a good place to start the search. As she and I walked into the store, we noticed a huge sign in the window featuring the image of someone we weren’t prepared to see on a hot July day: Santa Claus. That’s right. At Toys R Us, it’s Christmas in July.
In fact, Toys R Us isn’t the only store trying to give the holiday season a ridiculously early start. Sears is also promoting “Christmas in July” and Target is getting in the game with a one-day online sale this Friday featuring the kind of deep discounts usually not offered until after Thanksgiving. Target spokesperson Molly Hanus says they are trying to “create that sense of excitement, that sense of urgency.”
What they succeeded in creating – at least in me – is a sense of annoyance. And irritation. And ultimately, deliberate avoidance of any store that messes around with the natural order of things in this way.
And if the brains behind this Christmas in July business think that a clever poster featuring Santa sporting sunglasses and flip-flops while floating happily in a swimming pool is going to get the young ones fired up and ready to shop, they are sadly mistaken. After studying the Toys R Us banner for a moment, my 9-year-old declared it “weird.”
While there are those who see a six-month-long holiday buying season as a good thing, I am clearly not one of them. While I understand the financial benefit of spreading out holiday gift purchases over a longer period of time, thinking about Christmas when school hasn’t even started yet is just wrong.
What about you? Are you ready for Christmas in July?
More from this author: