The weather outside might be frightful(ly) hot, but for many families, it might be snow delightful indoors. Why? Well, the holiday season is here, thanks to Christmas in July. An unofficial holiday, July 25 marks Christmas in July, a day when it’s time to deck the halls in your home, cuddle up on the couch with some cocoa, and watch festive flicks. Chanda Bell, the co-founder and co-CEO of The Lumistella Company (creators of The Elf on the Shelf to you and me), is already ushering in the holiday season with new characters, stories, and woot, new ideas for your Elf’s arrival.
While you might think that Christmas in July has its roots in retail, it actually doesn’t. Although its exact origin isn’t precisely known, Christmas in July is thought to have started back in 1933 at a girls’ summer camp in North Carolina. And in 1940, a movie called Christmas in July helped solidify the idea of celebrating Christmas during the summer. “Even though it’s July, many people are ready to get all the feels of the holidays that the opportunity of Christmas in July offers us,” says Bell. “It’s that kind of mid-year reminder of all the things that we love about the holidays.”
Of course, companies saw an opportunity to capitalize on Christmas in July, which is why you might already be seeing a lot of red and green merch in stores even though it’s sweltering outside. For those who obsess over their tree ornaments, starting the holiday sooner just makes sense. “My sister worked at QVC for years as an on-air host and I saw firsthand the power of Christmas in July,” she says. “It was a way for people to enjoy getting into the holiday season and if you love to shop, it’s a great way to kick it off.”
Even if your Elf is hanging out with Mr. C. at the North Pole, there’s no time like the present to start preparing for their arrival. “A lot of parents are wondering how to prepare their Elf’s arrival because it is a big part of people’s Christmas celebrations,” explains Bell. “They want to see what the new products are for 2024 so they can get ahead of the season and be ready.”
Thankfully, you won’t have to worry about coming up with new ways to surprise your kids, since The Lumistella Company is introducing an elftastic assortment of new toys and tales. For starters, supersized The Elf on the Shelf kits (complete with props and fun ideas) can make the holiday season merry and bright — and not leave you feeling like, well, a Grinch. The Lumistella Company is rolling out The Elf on the Shelf Santaverse, a compendium of characters, creatures, and incredible tales and stories that highlight the magic of the season. “We found that we are the voice of Santa Claus for millions of families, and we wanted to provide an opportunity to give them the stories they’re longing for,” explains Bell.
But it’s the Frost Pips (adorable elf babies dressed in snugglies who live in little elf flowers) that will probably be one of the biggest sellers of the season. They’re cute, they’re collectible, and the best part: your child can touch them. Adds Bell: “The whole idea is that the nectar from the flower is what keeps the elf baby safe and allows children to touch them.”
For kids who want to give their Elf a friend, look no further than Little Grunt. A small yeti with a big heart, Little Grunt comes with a storybook that highlights the importance of being your authentic self and learning how to make new friends. “Little Grunt’s story is about the power of play and how Christmas and all its activities are better when they’re shared with other people,” adds Bell. We recognize that this is an opportunity to use characters that both kids and parents love, and in doing so, imbue bigger messages and meanings into the family.”
And if all this talk of Christmas is making you ho ho ho hungry, The Elf on the Shelf Cookbook will let you make meaningful meals with your family. Adds Bell: “Mrs. Claus has been in the kitchen cooking so we have really fun recipes that families can make together.” There are additional holiday recipes from Bell’s family to yours on the brand’s official website.
Bell, who is planning to spend Christmas in July by watching holiday classics with her family, is humbled by how so many families have welcomed The Elf on the Shelf into their lives. “Our whole goal as a company is to create joyful family moments,” she says. “It’s just an honor to be a part of people’s Christmas celebrations.”