‘Christmas in July’ warms retailers

At first glance, a Christmas tree, gingerbread man and Santa Claus may seem out of place inside the Business Development Center on Cherokee Boulevard.

Three businesses inside the center have come together to hold a special “Christmas in July” event in an effort to create awareness about their shops. The Hot Chocolatier, Everyday Eclectic and Pegged each are offering holiday specials on their items.

The sale began Friday and will last from noon to 5 p.m. today.

“It just kind of happened on a whim,” said Tiffany Rogers, who owns and operates Everyday Eclectic with her husband, Matthew. “I just had this idea, and I wanted to have an event in July to boost summer sales. ... This is the first time it has ever been done (in the Business Development Center).”

The sounds of Christmas carols and decorations provide a holiday atmosphere inside The Hot Chocolatier suite, where the event is being held. Though there is a holiday theme, all products are suitable for summertime, the business owners said.

Director of the center, Kathryn Foster, said the event will provide the businesses additional exposure, which is essential for branding their company names.

“I’m real proud of their initiative,” Ms. Foster said. “They’ve taken the opportunity to join together and market the event and have that opportunity to show their products and their services to the public.”

Also in Chattanooga, The Mill is having a “Christmas in July” special to promote the event hall’s available dates in December, said Lisa Fontana. It’s never too early to start thinking about holiday events, she said, and those who opt to use one of the venue’s caterers won’t pay for the space. The Mill is at 1601 Gulf St. in suite 100.

Kathy Grannis, spokeswoman for the National Retail Federation, said events such as a “Christmas in July” began gaining steam when the recession hit.

“It’s less a way to generate sales, and more of a way to increase shoppers’ awareness,” she said, “and to remind them that when it does come holiday time, the store has what every shopper needs.”

July to Labor Day is typically the second busiest time of year for retailers, but tough economic times and unemployment are slowing consumer spending, Ms. Grannis said.

Year over year, consumer spending grew in June, but seasonally adjusted spending from May to June decreased by 0.5 percent, according to the National Retail Federation.

“We’re not very close to recovery, but we’re obviously in a much better state than we were this time last year,” Ms. Grannis said.