Good grief, are people already Xmas-ing?

Thanksgiving just finished, and my wife is already unpacking the Christmas boxes like she has a seasonal deployment plan. 

Now, please know, I love Christmas. 

I am German, so I grew up with real Christmas markets, roasted almonds, and Glühwein that could fuel a small engine. 

Even after nearly four decades in the U.S., I still think the German version has better food, better drinks, and a different Santa calendar. 

In Germany, Saint Nikolaus shows up on December 6. In the U.S., Santa waits until the night of December 24. We do not even sync our Santas.

What surprises me is how early the U.S. commercial season starts. 

Halloween ends, and the malls go straight to peppermint lattes. 

Black Friday deals pop up before Thanksgiving leftovers have cooled. 

From a business angle, this is predictable. 

Companies fight for attention and revenue before budgets freeze. 

But here is the catch: when brands rush to be first, they often slip into reactive mode. 

One early sale triggers another, and suddenly every channel is shouting discount messages. Customers tune out.

The brands that win do something different. 

They do not simply launch earlier. 

They build anticipation thoughtfully. 

They prepare so customers feel cared for rather than chased. 

Think of the German market experience. It is not urgency; It is atmosphere, meaning, and ritual. 

That is what creates connection, and no banner can replicate it.

So yes, my wife decorates early, and I will complain about premature tinsel. 

But I also respect her approach. 

She is not rushing the season. 

She is preparing it so she can actually enjoy it when it arrives. 

The business lesson is simple. 

Preparation is power. 

Timing matters. Being first is not the same as being ready. 

If you want customer attention this holiday season, do fewer noisy plays and do the right ones with purpose.

If you have a holiday campaign, ask yourself: “Does this build anticipation or just add to the noise?” 

I would love to hear one timing lesson your team has learned this year.