I know you’ve heard of it. The thought of it has always intrigued me.

And although I don’t know anyone personally who actually observes it, I must say that I absolutely love the idea of the phenomenon known as “Christmas in July.”

Sure. Amazon and QVC and the like are having a field day this month, as are many a department store and / or retailer.

And this might not be a popular opinion, my peeps, but I, for one, love the thought of Christmas in July or October or March. After all, St. Patrick’s Day could use a little company, no?

You see, if you are willing to indulge, Christmas doesn’t have to come only once a year. At least that’s the idea behind Christmas in July.

I have to admit that I always assumed the idea of Christmas in July was created by retailers or greeting card manufacturers. I mean, I can see it as the brainchild of some marketing guru, can’t you?

“Hey, let’s tell people Santa interrupted his summer holiday to stop by for a visit in the summer solstice?”

“We can make a ton of money by slapping some holiday cheer in stores, in restaurants and heck, everywhere!”

Hmm.

But the reason I love this concept is because Christmas is my favorite time of the year. I mean, even if I’m lying in the sun, getting all holiday tan, visions of sugarplums are dancing you-know-where. Hee!

Not to mention that I am determined to spread joy, ding dang it!

As I am prone to do, I looked into the matter via a virtual trip to Toyland, aka, an internet search. Here’s what I found on reality.com/Christmas:

“According to legend, Christmas in July was first celebrated at a summer camp in 1933, when Keystone Camp in Brevard, N.C., decided to dedicate two days (July 24 and 25) to the holiday — complete with cotton fake snow, a decked-out tree, a gift exchange, and, of course, Santa. (Southern Living has the full story of how Christmas in July started.) It first hit pop culture in 1940, when the movie Christmas in July arrived in theaters.

“Some early birds take advantage of Christmas in July sales to get a jump on their holiday gift shopping for December. But Christmas in July may have other benefits, too. Channeling snowy weather and reading ‘The Polar Express’ may actually help you beat the heat this summer.”

Really? Well, apparently, since:

“Reading about cold can take your mind off the thermometer, evoking one’s own experience of ice and snow,” says Walter A. Brown, a clinical professor of psychiatry at the medical schools of Brown and Tufts Universities and an expert in the placebo effect.

And on that note, y’all lost PK. Hard pass on the placebo, yo.

Anyway, Merry July Christmas, friends! Or as my Pop always said, “Buon Natale!” (sans the month, natch!)

Kimerer is a columnist who wishes it was Christmas cheer that was contagious, not COVID-19. Contact her with holly in your heart via pkimerer@zoominternet.net.