When is it time for Mariah Carey’s Christmas song?
Some say the Christmas season begins with the first mince pie, the John Lewis advert, or the festive lights switch-on. For many, however, the holidays officially begin when Mariah Carey says so. The singer has become synonymous with Christmas, largely thanks to her 1994 hit “All I Want for Christmas Is You”. This association has spawned an annual internet ritual where Carey “defrosts” on 1 November to declare, “It’s time!”
This cultural phenomenon has cemented Carey’s status as the “Queen of Christmas”, turning her song and its accompanying catchphrase into a lucrative brand. This post will explore how this tradition started, its impact on popular culture, and how brands are leveraging Carey’s festive influence.
The Making of a Christmas Queen
When Mariah Carey released “All I Want for Christmas Is You” in 1994, it was an instant success. But its journey to becoming the undisputed anthem of the holiday season was a slow burn, fueled by the rise of the internet and social media.
The song’s upbeat tempo and joyful lyrics make it a timeless classic, but it’s the annual online buzz that has given it a life of its own. Each year, as Halloween ends, fans eagerly await Carey’s social media announcement. This tradition began organically, with fans sharing memes about Carey “defrosting” or waking from hibernation to kick off the festive period.
Carey leaned into the meme, creating highly anticipated videos that officially mark the transition. These posts are not just simple announcements; they are often elaborate productions. For instance, the 2025 announcement formed the basis of a major holiday campaign with beauty retailer Sephora, featuring Carey on a sleigh in a winter wonderland. This clever embrace of her online persona has allowed Carey to control the narrative and build a powerful, personal brand around the holiday season.
The “It’s Time!” Phenomenon
The annual “It’s time!” declaration has become a major cultural moment. It’s more than just a song release; it’s a shared experience that unites millions online. The internet buzzes with anticipation, and the phrase trends across platforms every 1 November.
This year, Carey playfully subverted expectations with a video where she repeatedly told fans, “not yet”. This cheeky clip, shared just before Halloween, generated significant engagement, demonstrating her awareness and control over the tradition she helped create. The build-up makes the eventual reveal even more impactful.
This viral marketing is incredibly effective. “All I Want for Christmas Is You” consistently returns to the top of the charts every holiday season. The song’s annual resurgence is a testament to its enduring appeal and Carey’s savvy marketing. She has turned a 30-year-old song into a recurring revenue stream and a cultural touchstone for a new generation.
Brands Cashing in on Christmas Carey
It was only a matter of time before major brands wanted a piece of the festive action. Mariah Carey’s Christmas brand is a powerful marketing tool, and companies are lining up to collaborate with her.
Sephora’s Winter Wonderland
In 2025, Sephora partnered with Carey for its main holiday campaign. The campaign video, directed by Joseph Kahn, was a large-scale production riffing on her “It’s time!” meme. It launched on social media and a Times Square billboard, creating a massive splash. As part of the collaboration, Sephora featured a curated selection of Carey’s favourite beauty products, directly linking her star power to sales.
Other Brand Collaborations
Sephora is not alone. In the past, Carey has partnered with a wide range of companies, including McDonald’s for a “Mariah Menu” and Walkers crisps for a Christmas advert. These partnerships are mutually beneficial. Brands gain access to Carey’s massive and engaged audience, while Carey reinforces her status as the queen of Christmas and opens up new revenue streams.
These collaborations show how an artist can extend their brand beyond music. Carey has successfully monetised a cultural moment she helped create, proving that authenticity and a sense of humour can be powerful business assets.
More Than Just a Meme
Mariah Carey has transformed a hit song into an enduring cultural phenomenon. By embracing the internet’s “Queen of Christmas” narrative, she has created a powerful personal brand that resonates year after year. The annual “It’s time!” ritual is a masterclass in modern marketing, showing how to stay relevant and connect with audiences in the digital age.
As the festive season approaches, one thing is certain: we’ll all be waiting for Mariah Carey to tell us when it’s time. If you’re looking to build a brand with similar staying power, take a page out of her book by connecting with your audience in a genuine and playful way.
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