Two of my favorite things, Christmas and the beach, come together for Christmas in July.
There was an opera in 1892, apparently based on Goethe's The Sorrows of Young Werther. Then in 1933, in North Carolina a girls summer camp decided to celebrate Christmas with a tree and gifts.
There's even a movie
Though a lot of charity organizations use Christmas in July to boost donations and build campaigns to help those in need, major retailers use it to their advantage too. American advertisers began using Christmas in July themes in print for summertime sales as early as 1950. And get this ... it all started in part because retailers tend to sell Christmas goods around July to make room for next year's inventory.