Christmas in July Tradition Creates Economic Boost for Retailers and Lowers Prices for Consumers; Creativity Overcomes Skepticism and Criticism to Provide Shot in the Arm for Weak Economy.

KENT, Wash. -- According to Sleep Country USA Executive Vice President, Terry Horsley, "No one, especially not Sleep Country, is about to suggest that we change the date of our traditional Christmas celebration from December 25 to July 25. However, many institutions from Churches to non-profits, as well as the retail industry and especially consumers, are seeing the benefits of creating some new traditions at a time of year other than the customary holiday season."

This is not just a Pacific Northwest phenomenon, but also one that is garnering worldwide support. For example, with many people from the northern hemisphere now living in places such as Australia and New Zealand, it has become a tradition to have two Christmases, one on December 25th and the other in July, which is mid-winter there. Many hotels, restaurants, and homes celebrate Christmas in July, complete with tree, gifts and of course all the foods that are traditional for the Christmas season.

For many, including those of us in the Pacific Northwest, summer seems to be the time when families can more easily get together for reunions or just to enjoy that long anticipated summer vacation. Many mainstream Christian churches have adopted the Christmas in July theme in their youth camps, vacation bible schools, as well as their donation drives. Organizations such as the YMCA, Friends of our Troops, art museums and many others, reveal a growing interest in the Christmas in July theme. A quick search of Yahoo displays just how popular this mid-year celebration has become.

Like many retail companies, Sleep Country USA provides opportunities for consumers to enjoy special savings in the form of free gifts at times other than the traditional year-end sales. Christmas in July has been a mid-year theme for the company since it opened its doors and has become extremely popular with its customers. For example, in an industry that is currently reporting an anticipated sales growth of 8% for July 2005, Sleep Country is anticipating a growth of 25%. "These mid-year opportunities, tied in with the Christmas in July concept, are giving retail sales and the economy in general a shot in the arm," said Terry Horsley. "Consumers are the beneficiaries of these special promotions across the entire retail industry and find some of the best bargains at a time of year they least expect it. We plan to continue the tradition at Sleep Country."

Sleep Country's current Christmas in July ad has been found to be extremely effective with consumers who indicate they see it all day, everyday, when in reality these spots run on roughly 10% of the available channels and 30% of available radio stations with limited frequency in an hour's period of time. However, due to customer comments concerning some production issues such as a singing and dancing annoyance factor, Sleep Country will reformat the advertisements with these concerns in mind.

There will always be an emphasis on traditional holiday season shopping that ties in with this very special time of year for many religious denominations, but July can be a fun time to enjoy some of these traditional year-end events and activities while the sun shines and families are together.

About Sleep Country USA

Sleep Country USA is the largest retail chain in the Northwestern United States featuring premium brand mattresses, adjustable beds, futons, and wood and metal accent beds. Founded in 1991, the company currently operates 49 retail stores in the states of Washington and Oregon. It enjoys an unmatched reputation for customer service, and has been designated "Best Place to Work" in Washington, by Washington CEO Magazine.