In some western countries, July has a limited number of marketing opportunities. In the United States and Canada, for example, there are no national holidays between the first week of July (Canada Day on July 1 in Canada and American Independence Day on July 4 in the United States) and Labor/Labour Day (the first Monday in September for both the US and Canada), leaving a stretch of about two months with no holidays (some Canadian provinces hold a Civic Holiday, but neither Canada nor the United States has ever recognized a national holiday during that time). The late July period provides relatively few opportunities for merchandising, since it is typically after the peak of summer product sales in June and early July, but before the "back to school" shopping period begins in August. Therefore, to justify sales promotions, shops (such as Leon's in Canada) will sometimes announce a "Christmas in July" sale. A Summer Christmas celebration is held on June 25 each year, in Italy and throughout the world. 25 June is 6 months before, or 6 months after (depending how one chooses to look at it), the traditional Christmas celebration. It is celebrated at this particular moment, as a statement and a reaction to the traditional Christmas celebration: there is no need to wait for one specific day to celebrate love, friendship and peace. The movement started in Italy, Europe, where traditional Christmas is celebrated in winter, leading to the alternative celebration, 6 months later, to be celebrated in summer. While it started out as an improvised summer celebration in Venice, it has now become a yearly tradition. In the last 8 years, the celebrations have taken place mainly in Sardinia, but the tradition is spreading across the world and becoming a worldwide movement. In parts of Denmark people may have small Christmas celebrations and put up decorations for what is known as 'Jul i Juli' (translated as 'Christmas in July'). It is a simple play on words that has come to be celebrated by some, although it is not an official holiday. Christmas in August (Yellowstone, USA) In the 1950s, the Christmas in July celebration became a Christmas in August celebration at Yellowstone National Park. There are multiple theories concerning the origin of this celebration. Park employees, who were nicknamed "Savages" until the mid-1970s, were known to throw large employee parties in July complete with floats, skits, and