For online retailers, the holiday season doesn’t begin in November: it starts with a term known in the wholesale world as Christmas in July. This summer milestone is the time to start planning holiday sales, ensuring you’re ready for the year’s busiest period. Let’s explore why starting now sets you up for success and how to make the most of this festive strategy.
Why Christmas in July Is the Best Time to Prepare
Many retailers assume the holiday shopping rush begins after Thanksgiving, but consumer trends tell a different story. A 2024 National Retail Federation report found that 42% of shoppers start holiday purchases well before November, driven by early promotions and a desire to avoid last-minute stress. This means using the Christmas in July philosophy as a starting point is the ideal time to begin preparing. Holiday shopping begins in September and peaks in mid-November, so early prep lets you set up your product lineup to capture these buyers and maximize revenue.
Christmas in July aligns with wholesale suppliers’ planning cycles. By mid-summer, legitimate wholesalers finalize their holiday inventory based on sales projections, to avoid overstocking due to tax penalties on unsold goods after January 1. Retailers who engage with suppliers during Christmas in July can secure trending products before competitors who wait until fall, ensuring you’re ready to meet demand when the holiday rush hits.
Sourcing Inventory During Christmas in July
Sourcing from legitimate wholesalers is a critical step in holiday prep, and Christmas in July is the perfect time to act. Reliable suppliers communicate actively, sharing product sheets, catalogs, and updates on holiday-specific items, often tied to promotional campaigns. They provide transparency on pricing, specials, and delivery schedules, ensuring you can meet customer demand without disruptions. If you’re not receiving these updates, you might be working with a middleman, which hurts your profit margins because middlemen skim your profits.
Building Your Holiday Plan with Christmas in July
The Christmas in July mindset offers a great opportunity to execute a comprehensive holiday plan. Start by assessing your product lineup using tools like Google Trends to identify trending holiday items in your niche and lock down product ideas early through your wholesalers. If your current suppliers aren’t providing holiday updates, research a legitimate wholesale directory like Worldwide Brands to find reliable partners.
Next, prepare your marketing strategy for the season. Create banners. Write product descriptions in advance. Plan promotions, email campaigns, and social media posts now, based on the inventory your wholesalers will have available for the Holidays. By creating this content in advance, you can launch your campaigns in September, gaining a head start on competitors and attracting early shoppers looking for deals.
Win the Season with Early Planning
The holiday season offers immense opportunities for online retailers, but only if you’re prepared. By starting in summer with a strategy inspired by Christmas in July, you can secure inventory, plan your marketing, and position your store to attract early shoppers, setting the stage for a successful season. Find 100% Certified wholesale suppliers at Worldwide Brands: our directory connects you with fully vetted U.S.-based suppliers to support your holiday prep. Don’t wait: start now and set your store up for success.