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For over three decades, the transition from Halloween to the Christmas season has been inextricably linked to one artist: Mariah Carey. As the clock struck midnight on November 1st, 2025, the self-proclaimed “Queen of Christmas” officially initiated the holiday season with the release of her annual “It’s Time” video, effectively giving global permission for her perennial hit, “All I Want for Christmas Is You,” to re-enter heavy rotation.
The Annual Digital Tradition
The highly anticipated video has become a social media phenomenon, marking the cultural moment when the festive spirit is officially sanctioned.
- The Setup: In this year’s cinematic short, which features a partnership with beauty retailer Sephora and a cameo from comedian Billy Eichner, Carey first appears in an angelic outfit, acknowledging that Halloween “slayed.”
- The Conflict: The scene quickly shifts as a mischievous elf, played by Eichner, attempts to cancel Christmas. The “elf revenge” plot involves the character stealing Carey’s beauty essentials and declaring a holiday strike due to the exhaustive cheer.
- The Declaration: In a dramatic, signature moment, Carey triumphantly retorts, “You can’t cancel Christmas!” As she sings the phrase “It’s Time!,” her powerful vocal note transforms the protesting elf into a snowman. She then changes into a shimmering, festive outfit and takes off in a dazzling sleigh, accompanied by the unmistakable opening notes of her 1994 holiday classic.
The video serves as a creative, brand-driven marketing event that capitalizes on her status as the global icon of the Christmas period.
The Business of Christmas
Carey’s kick-off is more than just a viral moment; it’s the opening bell for a lucrative holiday enterprise.
- Record-Breaking Song: “All I Want for Christmas Is You” remains one of the best-selling and most streamed songs of all time, consistently returning to the top of the charts globally every December. Its chart resurgence following the November 1st declaration has become a predictable annual event in the music industry.
- Vegas Residency: Coinciding with the start of the season, Carey is scheduled to launch her “Christmastime in Las Vegas” residency at Dolby Live at Park MGM, running from late November through mid-December. This series of shows is a major component of her seasonal brand activation.
- Expanded Offerings: The 2025 holiday launch also includes the debut of Mariah Carey’s Holiday Bar pop-ups in several major U.S. cities, including Las Vegas, New York, Miami, and Los Angeles. These themed venues promise a “Mariahfied cocktail experience,” complete with holiday décor, festive photo opportunities, and her music playing constantly, further extending her influence across the hospitality sector.
The annual “It’s Time” video perfectly illustrates the artist’s successful cultivation of a seasonal identity, transforming a platinum-selling song into a global, multi-platform franchise.
