QVC is back for its 38th annual Christmas in July event, and this year’s edition promises to be its most ambitious yet. Running from now until 31 July 2025, the three-week-long holiday-themed promotion sees the multiplatform retailer go head-to-head with Amazon’s Prime Day.
The curated event features deep discounts across a wide range of categories, including gourmet food, seasonal décor, home goods, and beauty. QVC has positioned the sale as a way to help customers get a head start on holiday shopping, while infusing the summer season with festive spirit.
The star-studded line-up includes Elton John, Martha Stewart, Kathy Hilton, Kim Gravel, and QVC fan-favourite Babs Costello, who steps into the role of Chief Cheer Officer. Their appearances are part of a broader effort to create an immersive experience that blends shopping with entertainment and community engagement.
Among the many festive activations is the 8 July premiere of “Wrapped!”, QVC’s original gift-wrapping competition show. This, along with other on-air games and interactive content, brings a celebratory tone to the event—an approach QVC says is key to helping consumers “get into the early holiday mood.”
Now in its 38th year, Christmas in July has grown into a summer tradition for QVC’s loyal customer base, and this year’s scale reflects the retailer’s evolving strategy to remain competitive in the crowded mid-year promotional calendar, since the companies lay-off in April.
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