A Royal Wootton Bassett business owner is sharing the tradition of Christmas in July and the importance of thinking ahead - especially for entrepreneurs.
Louise Muir-Sage is the founder of Something Kind of Woo, which specialises in crystals and healing.
Originating in the USA in 1930s, Christmas in July centres around recreating December traditions in the summer sun, and the holiday has been embraced by many retailers and communities across the world.
Louise’s approach to Christmas in July came from necessity.
She said: “As an entrepreneur and retailer, preparing is essential in everything you do. So yes, I’m thinking of Christmas in July.
“I know there are people who find talking about Christmas in November a massive pet peeve. Believe me, I understand!
“Christmas in July is not only about embracing festivity and community, but also a perfect opportunity to take the stress away from Winter. It allows people to prepare for the most expensive time of the year.”
Louise is setting out to relieve stress around festivity both for others and herself.
“I’ve heard directly from customers how stressful the winter period is. I’ve had customers enter my shop in a frenzy - grabbing presents, decorations and advent calendars last minute,” she said.
“The festive period can really take a toll.
“Business owners must plan far in advance. We need to consider our stock, marketing strategy, social media content - all the good stuff!
"Whilst thinking about Christmas in July might seem strange to some, it allows me to relax and enjoy the festive period when it eventually rolls around.”
One Something Kind of Woo festive product is Louise’s advent calendar.
“It’s my most talked about product," said Louise. The advent calendar contains 24 individually wrapped gifts covering 1st December to 24th December, unlike other bespoke calendars which usually have only 12 doors for the whole month.
"Plus, our calendars come with a daily email explaining the gift and how to use it. The popularity of the calendar has grown over the years and it’s a joy to do!”
Last year, 22 advent calendars were sold. Already in 2026, 40 have been pre-ordered with 70% of Louise’s stock already being sold.
This year, Louise is changing things up.
“One person who buys a calendar for Christmas 2026, will win a free calendar for 2027.
“Another lucky person who purchases this year's calendar will win a 50% discount on next year's one. It guarantees the perfect gift for your future self.”
The ‘Something Kind of Woo Christmas Advent Calendar’ can be pre-ordered for £65, the contents being worth over £100.
To pre-order, visit: https://somethingkindofwoo.co.uk/product/crystal-mas-advent-2026/
In June of last year Louise opened spiritual emporium Something Kind of Woo in Royal Wootton Bassett, and two months later Something Kind of Woo Too, a space next door for Reiki and spiritual treatments.
She hosts monthly Coffee & Crystal events across Swindon and Wiltshire. To found out more visit https://somethingkindofwoo.co.uk/
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