<P> The term, if not the exact concept, was given national attention with the release of the Hollywood movie comedy Christmas in July in 1940, written and directed by Preston Sturges . In the story, a man is fooled into believing he has won $25,000 in an advertising slogan contest . He buys presents for family, friends, and neighbors, and proposes marriage to his girlfriend . </P> <P> In 1942, the Calvary Baptist Church in Washington, D.C. celebrated Christmas in July with carols and the sermon "Christmas Presents in July". They repeated it in 1943, with a Christmas tree covered with donations . The pastor explained that the special service was patterned after a program held each summer at his former church in Philadelphia, when the congregation would present Christmas gifts early to give ample time for their distribution to missions worldwide . It became an annual event, and in 1945, the service began to be broadcast over local radio . </P> <P> The U.S. Post Office and U.S. Army and Navy officials, in conjunction with the American advertising and greeting card industries, threw a Christmas in July luncheon in New York in 1944 to promote an early Christmas mailing campaign for service men overseas during World War II . The luncheon was repeated in 1945 . </P> <P> American advertisers began using Christmas in July themes in print for summertime sales as early as 1950 . In the United States, it is more often used as a marketing tool than an actual holiday . Television stations may choose to re-run Christmas specials, and many stores have Christmas in July sales . Some individuals choose to celebrate Christmas in July themselves, typically as an intentionally transparent excuse to have a party . This is in part because most bargainers tend to sell Christmas goods around July to make room for next year's inventory . </P>

What is the halfway point to christmas 2018