Why does Hallmark release Christmas ornaments in July? Here’s what you need to know about Ornament Premiere.
Maybe you've seen this before: a long line of cheerful people outside a Hallmark Gold Crown store, all decked out in red and green in…the middle of July?
It’s only Ornament Premiere—THE biggest Christmas event of the summer!
During this week-long event, Hallmark premieres (get it?) that year’s collection of famous premium ornaments—known as Keepsake Ornaments and this year it’s happening on Saturday, July 13.
Why July?
We all have Christmas fanatics in our lives—or, well, maybe that’s us. This event is all about giving those folks a Christmas fix when they need it most, and starting the celebration as early as possible. There’s even a club for the most dedicated ornament collectors called Keepsake Ornament Club, for those who are up to the challenge.
Okay. But are Keepsake Ornaments worth waiting in line for? It’s hot out!
Absolutely! See, Keepsake Ornaments aren’t just any ordinary ornaments. They’re highly detailed works of art, thoughtfully designed by master craftspersons and loved for generations.
In fact, they’re a big part of why gifting ornaments and creating collections has become such a huge part of so many people’s happiest holiday traditions and memories. Here, we’ll show you what we mean:
You could start your collection with a new series—the Twelve Days of Christmas Papercraft Ornaments. Beginning with Partridge in a Pear Tree in 2024, another intricate design will be released each year. Instant tradition!
Recreate a childhood memory with the sights and sounds of a beloved Disney Parks attraction with the Disney It's a Small World Happiest Cruise Ever Ornament With Sound and Motion. (Pssst...this is just one of hundreds of ornaments inspired by fan-favorites.)
Some things just go together. Like you and your BFF. Or these Heinz™ Tomato Ketchup and Heinz™ Yellow Mustard Ornament. Buuuut if you want to keep both for yourself, we won’t judge.
Fan faves: Find one now, and another to look forward to
But Ornament Premiere is just the beginning! A little more than half the year's Keepsake Ornaments are released in July, but the rest finally come out at Ornament Debut in October. It’s a small way to keep up your Christmas spirit, no matter the season.
For example:
Holiday magic, made by humans
All this picture-perfect Christmas magic must be manufactured up in a corporate lab somewhere, right? Amazingly, no—it comes from humans!
Every Keepsake Ornament starts with ideas that come from Keepsake artists’ own holiday memories and journeys, sculpting until something emerges that's just right.
The end result is 250+ ornaments that hit on pop culture moments we all love, adorable animals, faith-based figures, and lots of fun little eccentric pieces with a unique artist’s touch—like this Halloween hamster in his dinosaur costume, ready to trick-or-treat with you. (Yes, Halloween trees are a thing!)
Curious? Here’s one more thing you need to know!
While Ornament Premiere officially begins July 13, Keepsake Ornament Club members get exclusive early access to in-store shopping, starting July 12.
Not only that, you get special bonus points and rewards, member-exclusive ornaments and extra savings. Go on, join the club!