I have never been a big fan of Christmas in July. I like celebrating the 4th of July and I like summer. We used to celebrate St. Swithun's Day (July 15th) and then enjoy the rest of summer until Labor Day when it was officially over for as far as we were concerned.
So I am not concerned about living in the moment as I have other things to do. I don't pay attention to the adds - just ignore them. But I am annoyed by the Hallmark Channel with their 100% of Christmas in July - I was glad when it ended and not looking forward to when they do it again.