Christmas has arrived earlier than ever at Coles supermarkets across Australia, with festive favourites hitting shelves in June for the first time. The retail giant is releasing Christmas hams a full six months before the traditional festive season, sparking mixed reactions among shoppers.
Early Release Part of Global Winter Sales Trend
The move is part of a broader global trend to boost retail sales during the slower winter months. Coles spokesperson Jessica Tancred explained the rationale: “The weather is really perfect for enjoying a feast with family and friends.” The trend originated in the Northern Hemisphere and is now gaining traction in Australian supermarkets.
One shopper expressed shock: “It’s kind of scary actually, I’m in shock.” Despite raised eyebrows, the early release is increasingly embraced as winter drags on. Another shopper said, “It’s the same as hot cross buns in Easter, it doesn’t bother me.”
New Christmas in July Range
The Christmas in July range features a classic triple smoked leg ham and a ham with smoky maple glaze, along with three varieties of fruit mince pies, including apple and rhubarb. Coles expects to sell over a million fruit mince pie packets between now and December, according to Tancred.
However, not all shoppers are convinced. One woman said, “Christmas ham’s okay but not the others.” When asked about fruit mince pies in July, she replied: “No, not really.”
Social Media Interest Rising
More Australians are joining the trend, with social media interest for Christmas in July continuing to climb. TikTok searches for the occasion have risen by nearly 40 percent over the past month, indicating growing curiosity and participation.
