How soon is too soon for Christmas?

Having just returned from my summer holiday, I was instantly disheartened to hear Mariah Carey playing on the radio. Yes, it was played as a joke to annoy the other presenters, but as I sat enjoying the sunshine on Brighton beach last week, it felt far too early to be thinking about Christmas, let alone hearing seasonal songs on the radio. This made me wonder: when is it truly acceptable to start hearing festive jingles?

Christmas in July has long been a trend in the food and drink industry, where suppliers unveil their new festive ranges – but that’s mostly for trade, essential for planning retail listings and Christmas offerings. For consumers, though, we used to at least get past Halloween before the festive fanfare began.

According to Spotify, Christmas music typically spikes in November, right after Halloween and just before Thanksgiving. It’s similar on TV, with the much-anticipated Christmas adverts generally airing in November. But as I double-check my facts, I see that John Lewis has already teased its Christmas ad this year—seriously!?

I know I might sound like a Scrooge, which I’m not—I love Christmas—but do we really need to start so early, before the temperature has dropped and winter woollies have come out? It all feels premature.

Then again, is this a post-COVID trend? I feel like the pandemic might have been the tipping point. During lockdowns, we all seemed eager to put up Christmas trees and lights earlier, just to bring a bit of cheer and extend the festive season. Has the pandemic permanently shifted seasonal trends? Perhaps. And while I’m not a fan of Christmas starting so soon, it’s certainly good for retailers and hospitality. Spreading out the festive season means extended Christmas trading, which can only benefit businesses. Christmas 2023 was the busiest for retailers since 2019, with consumers spending a record £13.7bn, so this early celebration trend seems to be paying off.

As I write this, I think I may have come full circle. No, I’m still not thrilled about hearing Christmas music while enjoying unexpected September sunshine. But if it helps hardworking retailers, restaurateurs, and bar owners get a sales boost, I’m on board. However, this trend significantly shifts the communications landscape. If Christmas trading starts earlier, festive product launches, new menus, and marketing need to be ready even sooner. Maybe Christmas in July will soon be too late. Who knows, perhaps Christmas in March is the next step—God help us!