Remember Christmas in July — that delightful, mid-summer celebration where we pretend it’s winter, cozy up in sweaters (or not, because, well, it’s July), and exchange gifts and reminisce about a colder season? It’s kind of an odd idea, when you sit and think about it. So, how did this shopping holiday come about, and why is it suddenly playing second fiddle to a sleek, well-oiled retail machine named Prime Day?

Believe it or not, Christmas in July isn’t just a modern marketing ploy. The concept dates back to at least the 1930s. One of the earliest known mentions being from a 1933 Hollywood musical titled "Christmas in July" starring Dick Powell and Ellen Drew. The idea really took hold in the 1940s when American summer camps began celebrating "Christmas in July" with gift exchanges, making snowflakes out of paper, and singing carols. The tradition grew because, frankly, July is hot and slow for many businesses, so why not sprinkle a little holiday cheer and boost morale? 

Fast forward a few decades, and Christmas in July evolved into a genuine shopping opportunity — especially for small businesses. Small retailers and local shops, often tapped out after clearing their spring inventory and struggling through summer's slow pace, found a reason to celebrate and sell. This mid-year "holiday" gave them a chance to drum up sales, clear out overstocked merchandise, and compete with big-box stores that often dominated traditional holiday seasons. It was like a surprise mid-year gift from the retail gods — a little boost, a little spark, and a resurgence in foot traffic.

Then came the game-changer. In 2015, Amazon launched Prime Day, a global shopping extravaganza offering massive discounts exclusively to Amazon Prime members, typically held in July. Think of it as Black Friday’s sneaky little cousin who decides to throw a party during a baking hot summer. From the get-go, Prime Day was a smash hit. Millions waited anxiously to snatch up deals on everything from electronics to kitchen gadgets — all from the comfort of their air-conditioned homes. The seamless integration into the Amazon ecosystem, coupled with jaw-dropping promotions, catapulted Prime Day into a shopping phenomenon. 

While Christmas in July remained a niche occasion for small businesses and some regional retailers, Prime Day quickly dominated the narrative. With Amazon’s enormous marketing budget, user base, and technological clout, it didn’t just compete with Christmas in July — it practically eclipsed the concept. Now, when you hear "July sales," your brain probably jumps to Prime Day deals rather than anything merry and bright. Amazon’s event pulled the whole retail world’s attention, drawing customers and media coverage, overshadowing smaller campaigns and draining some of the original festive charm from Christmas in July. On top of all that, nowadays, their deals aren’t even real discounts.

This shift hasn’t been without casualties. Many businesses find it incredibly tough to compete against Amazon, especially during Prime Day. What was once a helpful opportunity for these businesses to boost mid-year sales morphed into a battleground where many feel outgunned. For some small retailers, Christmas in July is still their moment in the sun — a chance to remind customers of the joys of neighborhood shopping, personalized service, and supporting the local economy. Unfortunately, the hype around Prime Day often steals the spotlight, making it harder for these small businesses to gain traction. 

So, has Prime Day misappropriated Christmas in July? In many ways, yes. Prime Day has hijacked the “July sales” spotlight, transforming what was once a quirky celebration into a global corporate shopping event. But Christmas in July’s spirit — that warm, community-driven joy of unexpected celebration — still lingers. Perhaps, instead of mourning the loss of Christmas in July’s dominance, we can appreciate Prime Day for what it is: the modern-day commercial extravaganza it was designed to be. And maybe, just maybe, smaller businesses can reclaim that holiday magic in their own way, reminding us that sometimes, the best gifts come wrapped in personal touch, local spirit, and a generous dash of nostalgia.

This year, like the last few years, Local Vyntage is fighting back with our own Vyntage Day. Instead of supporting the retail monster that is Amazon, you can shop with a small, US-based company you can feel proud to support. Plus, unlike their offers, our deals are actually pretty great…

 

For this year’s Vyntage Day sales event (July 8th-11th) we’ll be offering the following deals:

• Buy One Get One 40% Off with discount code at checkout:  BOGO40

• Buy Three Get One FREE with discount code at checkout:  B3GOFREE

BONUS: If you’re reading this now, that means you get early access! Lock in your big discounts early!