It’s hot, we know but for those of us who live Christmas all year round, the countdown is officially …ON!
Hannah Bartlett from The Christmas Insider explains why for SME’s ‘Christmas in July’ (CIJ) gives them the chance to get customers excited about what’s to come while creating fun summer content that stands out in a sea of holiday snaps.
Hannah says; “ ’Tis the Season! If you’re an SME, you’re more than likely strategizing your last quarter of Christmas 2026 plans, but what I would say is don’t forget about talking about Christmas now! These are some of the savviest ways you can lean into the opportunity. I have one golden rule when it comes to CIJ content though keep. it. fun.
So what could you do…?
⭐ Run a festive favourites poll. Ask your audience which of your product colours, flavours, designs… they’d love to see return this Christmas.
Why it works: A clever way to get feedback on what to bring back or evolve. And great for boosting engagement too. (IG loves a poll!)
⭐ Share a sneak peek of a new festive product. Post a teaser or ask for feedback on a new idea in Stories or via your email list.
Why it works: Builds buzz and gives you time to refine your designs based on real responses. Plus, it’ll make your customers feel part of your creative journey.
⭐ Offer a limited Christmas in July product or bundle. A small drop of one festive item or a mini collection (even a re-release of a previous Christmas bestseller).
Why it works: Gauge interest early to help with stock management and spark some excitement and urgency to boost sales in the slower summer season.
⭐ Start a Christmas Club email segment. Invite your festive fans to opt into early previews, offers, or behind-the-scenes peeks.
Why it works: Segmenting your list allows more targeted Q4 marketing to your Christmas superfans without overwhelming the rest of your audience (plus, you know, who can’t resist a VIP opportunity…!)
⭐ Run a Christmas in July sale. Use a festive-themed code or sales event to shift leftover stock. (Bonus points if people need to join your email list to unlock it.)
Why it works: Clear space for incoming stock and manage cashflow, give summer sales a boost and help to grow your email list too.
⭐ Host a Christmas In July giveaway. Get your audience involved with a little giveaway challenge, e.g. name this year’s new scent / flavour.
Why it works: Great for engagement and reach. Builds anticipation for new designs and makes your audience feel like they’re helping shape what’s coming next!
⭐ Presale your festive bestsellers. Offer customers the chance to pre-order your most popular, hotly anticipated or returning festive products.
Why it works: Brilliant for gauging demand, managing stock levels, spreading workload and generating early income before your main launch.
⭐ Test Christmas bundles and price points. Trial some festive-style pairings or gift sets to see what resonates.
Why it works: Low-pressure way to get insight into what combinations might work best and where you might be able to upsell and expand basket size before finalising your Q4 listings.
⭐ Create a Save The Date for your Christmas launch. Share a soft teaser letting people know when your festive range will drop.
Why it works: helps customers plan ahead, grows your email list, shows you’re organised (even if it’s not quite as slick behind the scenes!) and builds excitement. Plus, it’s super easy to do.
But remember above all The Golden Rule for CIJ is…
keep. it. fun.
It’s super simple, it may seem obvious, but it oh so important. A little tongue-in-cheek goes a long way when you’re ringing sleigh bells out of season (trust me, I’ve got years of experience making Christmas relevant every month of the year!!).
The more you’re willing to wink at the ridiculousness of it all, the better. That’s how you win over both the Christmas lovers, and the Grinches. And believe me, they may not be willing to share it publicly, but your customer is already starting to think about December.
My suggestions are all ways to get easy wins that you can grab to use. Let’s get Santa hats at the beach popping up in everyone’s feed!”
Hannah Bartlett is The Christmas Insider, helping small businesses boost festive visibility and sales, supporting media with her expert insight, and inspiring Christmas lovers with joyful ideas. thechristmasinsider.com Instagram:thechristmasinsider
