How Mariah Carey Officially Launches Christmas Every November 1st with Her Iconic Anthem and Annual Holiday Spectacle.
Every November 1st, Mariah Carey transforms what might otherwise seem like an arbitrary calendar shift into a cultural moment; the official kick-off to the Christmas season. With the stroke of midnight, she revives an annual tradition that blends pop spectacle, theatrical flair, and well-timed marketing. She declares, “It’s Time,” accompanied by a short video or skit, often with twists, guests, and cheeky references to Halloween’s demise. Over the years this ritual has become as expected (and as celebrated) as the return of her signature holiday anthem, “All I Want for Christmas Is You.” Below is a look at how this tradition evolved, how “It’s Time” functions as both herald and advertisement, why the song remains iconic, and how Mariah Carey has turned November 1 into a seasonal event in its own right.
The Birth of “It’s Time” as an Annual Launch
Mariah Carey’s association with Christmas goes back decades, built on her 1994 holiday album Merry Christmas and, especially, the enduring success of “All I Want for Christmas Is You.” But the ritual of formally “launching” Christmas each year on November 1 is a more recent phenomenon. According to her public profile, the decision to create “It’s Time” clips came as a playful response to critics or fans who would chide her when Christmas music was played “too early.” Over time, she and her team leaned into the idea and seized it as a branding opportunity; to signal when she deems it acceptable to begin the seasonal festivities. The first few “It’s Time” posts were relatively modest; over the years they have grown in production value, narrative creativity, and promotional tie-ins. Today, fans eagerly await the stroke of midnight on November 1, knowing Carey will release a new “It’s Time” video or post, and with it, effectively flip the switch on “Christmas mode.”
The Anatomy of a 2025 “It’s Time” Video
In 2025, Carey continued the tradition in theatrical style, releasing a new video in collaboration with Sephora at midnight to mark the start of her holiday campaign. In that clip:
- She opens dressed as an angel, announcing that Halloween “slayed” - a playful pun.
- She notices her vanity is in disarray: cosmetics are missing, a Sephora bag is tipped over. “Spill the tea, who’s the thief?” she quips.
- Billy Eichner appears, dressed as an elf. He claims that the elves are striking this year (some “elf therapy” excuse), threatening “Christmas is cancelled.”
- Carey blasts back, “You can’t cancel Christmas,” then delivers her trademark high whistle-note: “It’s time!” freezing Eichner in mid-motion.
- At that moment, the familiar opening strains of “All I Want for Christmas Is You” begin, and the video transitions; Eichner morphs into a snowman, Carey transforms into a red sparkly holiday suit, rides a sleigh for a bit, and delivers Sephora gift bags down chimneys.
The 2025 video also aligns with Sephora’s “Give Something Beautiful” holiday campaign, tying the spectacle to commercial marketing. This formula, theatrical setup, a playful antagonist or twist, Carey’s declaration, then a segue into her iconic song, has become a staple of her launch videos.
From Vaults to Vampires to Defrosting: Evolution Through the Years
Mariah’s November 1 clips have ranged widely in theme and tone, demonstrating how she and her team use visual storytelling to keep the tradition fresh:
- In one year, she’s seen thawing from a slab of ice, symbolically “defrosting” at midnight.
- In 2024, she leaned into a gothic / Addams Family motif, dressed as Morticia Addams, dancing with her “Gomez,” before flicking to Christmas mode.
- Another year featured Halloween imagery: pumpkins, cobwebs, dark rooms opening into holiday glory.
- In 2022, she briefly pedalled a Peloton bike in a witches’ hat to transition from Halloween to December.
Each clip permits a new visual twist; Carey is both the instigator and the arbiter, deciding when the season truly begins. The trend also underscores how she’s owned the debate about when Christmas “officially” starts. By making her own declaration, she sidesteps criticism or judgment of early holiday cheer; she is, in effect, the arbiter.
The Song That Defines the Season
All of these videos culminate in the moment we’ve come to expect: the opening notes of “All I Want for Christmas Is You.” That song is at the pedalboard of Carey’s holiday empire. Released in 1994, it was part of her Merry Christmas album, co-written with Walter Afanasieff. Over the years, it has become one of the most enduring holiday songs ever produced.
Some milestones:
- It took until 2019 for the track to finally reach No. 1 on the Billboard Hot 100, thanks in part to the streaming era.
- It has recharted, or re-entered charts, nearly every Christmas season.
- Its longevity means that each year new generations discover it, and old fans return to it. It has become embedded in holiday playlists worldwide.
By tying the “It’s Time” transition to that musical moment, Carey ensures that the anticipation and payoff coalesce into both emotional and commercial resonance.
The Advertising Engine: Turning a Personal Ritual into a Brand Event
What began as an Instagram video has increasingly become a linchpin of Carey’s holiday branding. The “It’s Time” moment is more than spectacle; it’s a marketing pivot.
Brand tie-ins. In 2025, her video was made in partnership with Sephora. That alliance isn’t incidental; the video features Carey’s cosmetics, a Sephora gift bag, and references to beauty products. The clip doubles as part of Sephora’s holiday push.
Merchandise and experiences. Beyond the videos, Carey has extended her Christmas branding into merchandise, pop-up events, holiday-themed bars (e.g. her collaborations with Virgin Hotels), and tour tie-ins.
Musical resurgence. By launching her season on 1 November, Carey ensures that streaming platforms, radio, playlists, and retail all cue into her holiday catalogue (especially Merry Christmas). The announcement serves as a signal to audiences and platforms alike: it’s now permissible to press play.
Cultural tap. Carey’s annual ritual has become meme-fodder, social media speculation, and fan ritual. People share screenshots, countdowns, speculation about the next video’s twist. In effect, she engineers anticipation for the moment.
Thus, “It’s Time” is not just a video, it is the opening salvo in a seasonal marketing campaign, where her persona, her music, and her partners converge.
Why It Resonates
Why has the November 1 ritual stuck? A few reasons:
- Emotional ownership. Carey is widely embraced (especially among her fans) as the “Queen of Christmas.” Her role as the herald gives her emotional authority.
- Predictability + novelty. We know the moment will come, but the concept leaves room for creative reinvention each year.
- Marketing savviness. It’s smart: a well-timed announcement, cross-brand partnerships, built-in content, all contributing to streams, sales, visibility.
- Cultural pressure release. Christmas becomes not something you debate starting too early, but something Carey authorizes. People who might feel embarrassed to play holiday music in November can defer to “Mariah time.”
- Interactivity. Fans reply, share, guess, create memes. The moment becomes participatory.
As of 2025, the November 1 debuts show no signs of waning. Carey’s “It’s Time” clips continue to raise the bar for seasonal spectacle. Rival artists observe the ritual, audiences anticipate it, and brands vie for tie-in opportunities. In many ways, Carey has redefined how holiday marketing can intertwine with artistic persona: she isn’t just a singer releasing festive music; she is the author of a holiday narrative. Each year, at the cusp of November, she invites us back into her world, to reclaim the magic, to flip the switch, and to begin again. And so, every 1st November, millions tune in, watch, and think; Christmas is here, at least, if Mariah says so.
