Ann Wason Moore opinion: Christmas creep has gone too far

I’m all for Christmas in July if all it means is wearing ugly sweaters and enjoying a meal with friends. But Christmas shopping in July – that’s a step too far, writes Ann Wason Moore.

Ho ho ... oh no.

Forget dry July, this is sly July.

Look, I’m all for Christmas in July. Having grown up in the northern hemisphere, nothing seems more normal and natural than a good roast and some festive fun in the middle of winter. It’s the yuletide season as Santa intended.

I love seeing so many Coast venues now embracing this mid-year celebration. In fact, just last week we gathered with some friends, all clad in our best ugly Christmas sweaters, for a hot meal and a cool pint at the iconic Irish pub the Darcy Arms.

And we weren’t alone, with the restaurant packed with groups in similarly garish festive outfits.

So this is where we get it right … taking this cold winter season and putting our own silly spin on it.

Unfortunately, it seems our big corporations are ruining this cultural trend by hard-launching actual Christmas … in July.

Opening my Coles app to do the weekly shop, I was horrified to see this truly disturbing sign of the times.

“Fruit mince pies have arrived early! Taste the magic of Christmas with our festive sweet treats.”

Festive treats advertised recently on the Coles app.

Please note the date – July 12.

Yep, Christmas creep has struck again.

And this time, I refuse to jump on the bandwagon.

I remember my horror five years ago when I first spotted festive trees and ornaments in a department store on the first of September.

But apparently that is now considered Christmas Eve.

Back in that September long, long ago, I remember my feeling of shock at seeing silly season merch so early in the, well, season. But over time I became desensitised and acclimatised. I decided that given the overwhelming amount of bad news in our world, what did it hurt to start seeing signs of the happiest time of the year a little bit earlier?

While our family refuses to launch the official Christmas tree until December 1, I’m personally not opposed to doing it a little earlier. Why not spread the joy across another month?

But now I realise that was just the thin edge of the wedge. We’re being brainwashed into creating a year-round Christmas season.

And while to some that might seem like all their Christmases have come at once, I feel like it’s actually erasing the meaning of the real holiday. And I don’t even mean the religious meaning, just the exceptionalism of the season.

If Christmas is every day, then it’s just another day.

The D'Arcy Arms all decked out for a Christmas in July dinner.

And what about Christmas in July?

Rather than the ironic enjoyment of this faux holiday – one that in some ways is made all the more enjoyable due to its lack of gifts, lack of family pressure and focus on sheer food and fun – it’s just going to become a symbol of the start of the real silly season.

And look, perhaps Coles was just capitalising on the Christmas in July trend, but now that my eyes have been opened, I have since spotted ornaments and decorations in multiple shops at Pacific Fair.

But it seems our country is united in fighting against this corporate Christmas creep, with a 2023 YouGov poll showing that across almost all demographics, Australians were in favour of a ban on Christmas advertising before December 1.

In fact, the premature erection of seasonal merchandising can be a real turn-off for many shoppers. Research showed that customers felt pressured and overwhelmed when Christmas came too early, while the prolonged build-up made the actual holiday feel less authentic.

Meanwhile, workers reported bearing the brunt of retail rage triggered by customer frustrations over early festive displays.

With hot cross buns in-store from Boxing Day and Halloween costumes already appearing in shops, can we not allow special dates to remain just that – special?

With all due respect to Coles, selling the magic of Christmas this early just leaves a bad taste.

Originally published as Ann Wason Moore opinion: Christmas creep has gone too far