Christmas in July isn’t just a marketing gimmick anymore.
One beloved American company is making it a reality.
And when you hear what they’re releasing this month, you’ll understand why collectors are already lining up.
Hallmark kicks off Christmas season five months early
Most Americans are still dealing with summer heat and planning their weekend barbecues.
But Hallmark Cards decided it’s time to get into the Christmas spirit.
The Kansas City, Missouri-based company announced that its annual Keepsake Ornament Premiere will run from July 12-20.¹
That’s right – Christmas ornaments are hitting store shelves in the middle of July.
The family-owned company that’s been creating holiday magic for more than 100 years is releasing over 250 new Keepsake Ornaments during the event.
"I love the creative journey of bringing holiday wonder to life through small works of art," said Lindsay Evans, Studio Editorial Director at Hallmark.²
She explained that each ornament starts with "a spark of imagination and grows into a piece meant to inspire joy and togetherness."
And honestly, after the chaos of the past few years, Americans could use some joy and togetherness right about now.
New ornaments bring beloved characters to Christmas trees
The 2025 collection includes some pretty amazing additions that’ll make collectors and kids alike go crazy.
They’ve got this new "Welcome to Elfville" thing with Candy’s Bakery that actually lights up – pretty cool stuff.³
And get this – there’s a Buddy the Elf ornament that’ll play scenes from the movie when you hit the button.
The Peanuts gang gets the 75th anniversary treatment with a special Sno-Cone ornament that looks just like the original Snoopy Sno-Cone Machine.
And for fans of more recent hits, there’s an Avatar: The Last Airbender ornament featuring Aang with his signature blue arrow tattoo.
Even Shrek makes an appearance wearing a Santa hat and wrapped in string lights.
But many of these ornaments sell out during the release events.
That’s why Hallmark is telling customers to create a "Wish List" if they want to secure the most popular designs.
Christmas creep gets earlier every year
Now, some folks might roll their eyes at Christmas ornaments being sold in July.
But there’s something to be said for a company that’s been making families happy for over a century.
Hallmark has introduced more than 10,000 different Keepsake Ornaments and over 100 ornament series during its 50-year run.⁴
These aren’t just cheap decorations – they’re made from wood, glass, metal, and porcelain with superior craftsmanship designed to become family heirlooms.
The company employs more than 20,000 people worldwide and operates in nearly 100 countries.
In a world where so many businesses have gone woke or forgotten their roots, Hallmark has stuck to what works: creating products that bring families together.
The Keepsake Ornament Club members get special perks including exclusive ornaments and early shopping access starting July 11.
And if you sign up before July 31, you’ll get access to purchase tickets for the Hallmark Christmas Experience.
Traditional values still matter to American families
What’s remarkable about Hallmark’s success is how it’s stayed true to traditional American values.
While other companies push political agendas, Hallmark focuses on "creating a more emotionally connected world."
Their ornaments celebrate everything from classic Christmas themes to pop culture favorites without pushing any particular ideology.
There’s something for everyone – whether you’re into Star Wars, superheroes, or just want a simple angel for your tree.
The company also runs three cable networks (Hallmark Channel, Hallmark Mystery, and Hallmark Family) plus their new streaming service Hallmark+.
These channels have become a refuge for families who want wholesome entertainment without the garbage that Hollywood usually serves up.
No wonder Americans are willing to start their Christmas shopping in July when a company like Hallmark is behind it.
The Keepsake Ornament Premiere runs through July 20, with more ornaments being released during the Keepsake Ornament Debut from October 11-19.
That gives Christmas lovers two chances to get their hands on these collectibles before the holiday season officially begins.
After years of economic uncertainty and cultural chaos, maybe starting Christmas early isn’t such a bad idea.
Hallmark knows that Americans are hungry for traditions, family connections, and a little bit of joy in their lives.
And if that means buying up Christmas ornaments in July, so be it.
¹ Hallmark Cards, Inc., "Hallmark’s Holiday Countdown Begins with Keepsake Ornament Premiere, July 12-20," PRNewswire, July 9, 2025. ² Ibid. ³ Ibid. ⁴ Ibid.
