Christmas in July: A Summer Sleigh for Advertisers and Audience Targeting

July 9, 2024

Authored by Zac Pinkham, Chief Commercial Officer

Christmas in July: A Summer Sleigh for Advertisers and Audience Targeting

As summer begins and the thermostat ticks up, as does the phenomenon of Christmas in July. This has become another unique marketing opportunity for brands to increase sales during the slow summer months. With help from big brands hosting events like Amazon Prime Days to Walmart Summer Savings  and everything in between, these big deal days prove to be a second chance to capture the holiday magic, enticing consumers with special promotions, themed events, and exclusive deals.

Originally just a fun break from winter, Christmas in July has turned into a serious marketing strategy for brands to make more sales during a quiet time. For most advertisers, Christmas in July is a strategic and merry way to engage audiences, enhance brand visibility, and drive revenue.

The Appeal of Christmas in July

  • Boosting Summer Sales: July is typically a slow month for many brands and Christmas in July offers a unique opportunity to stimulate sales during this lull, driving consumer interest with exclusive discounts and promotions.
  • Engaging Consumers: The novelty of a mid-year Christmas event captures consumer attention, creating a sense of fun and excitement. This engagement can translate into higher brand loyalty and customer retention.
  • Clearing Inventory: Some retailers use Christmas in July to clear out excess inventory, making room for new products in the second half of the year. Offering attractive deals on older stock can appeal to bargain-hunting consumers.
  • Building Brand Awareness: Unique and creative campaigns around Christmas in July can enhance brand visibility and differentiate from competitors.

The power of the Christmas in July shopping season—driven by the overwhelming success of Prime Day and its growing roster of competitive events—is now undeniable. And, much like the year-end holiday shopping season, it represents a seasonal opportunity that brands and agencies across all verticals can leverage to drive deeper customer engagement and significant sales. 

The key, as with any major shopping holiday, is to plan and execute strategic marketing campaigns designed to break through the growing digital clutter. Discover custom strategies designed to leverage Semasio's cutting-edge, privacy-focused targeting solutions. 

  • The value of next-gen contextual targeting: Combining contextual targeting with audience targeting strategies can lead to significant improvements in campaign reach and performance.
  • The power of semantic targeting: Using a semantic approach to build audience and contextual targeting strategies offers accuracy and adaptability while maintaining desired reach.
  • The importance of data-driven insights: The success of the campaign was largely due to the use of Semasio's advanced contextual targeting technology and data-driven insights.


Download our special Christmas in July playbook, which delves into the expanding influence of Prime Day and its transformation of this mid-year event into a critical opportunity for brands to boost sales and enhance brand loyalty. By aligning marketing strategies with this burgeoning shopping season, businesses can significantly amplify consumer engagement and achieve robust return on investment.

How We Can Help

Semasio is on a mission to elevate contextual advertising performance in a cookieless and privacy-first world. We offer the world’s most complete contextual targeting platform, purpose-built for a performance-driven landscape.

Semasio delivers a suite of solutions that enables marketers to effectively reach consumers now and in the future. Operating across 50 countries and delivering contextual targeting in over 30 languages, our capabilities have earned the trust of a diverse and global client base, including Fortune 500 companies, agencies, emerging brands, and data partners.

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