Dairy Queen Starts Holiday Party Early With Branded Elf Sweater

It seems like the holiday season gets earlier and earlier every year. 2020 has had its fair share of time-warp moments, but it’s probably safe to hold off on all things holiday until at least after Labor Day Weekend.

Dairy Queen might not have gotten that memo, though, based on the fact that it’s already selling elf sweaters:

Dairy Queen Limited Edition #HolidaySweater Will Bring Out Your Inner Elf#RestaurantNews https://t.co/7Qfm2G7nbp pic.twitter.com/jd27R7Lpr2

— Restaurant News (@RestaurantNews1) August 31, 2020

Specifically, this sweater sale is in Texas Dairy Queen locations in the hopes of bringing out “your inner elf,” even if it is a little early. I mean, I guess elves work all year-round—we just really think about them once it gets close to deadline day in December. So, maybe DQ is onto something. We’re just neglecting the hard work that elves put in year round. That’s our bad.

“The annual holiday sweater is a fun way to engage Dairy Queen fans in Texas,” Lou Romanus, CEO of the Texas Dairy Queen Operator’s Council, told Restaurant News. “The creative design will appeal to everyone of any age. It’s a perfect sweater for holiday parties, family photos or just to wear throughout the chilly winter months.”

Romanus hit the nail on the head about parties. “Ugly Sweater Parties” are as established as egg nog at this point. And the more gaudy the sweater, the more stylish it is.

“For more than 70 years, customers have been enjoying the treats and eats at their local Dairy Queen restaurants throughout Texas,” said Romanus. “Fans have an emotional connection to the brand and the holiday sweater is another opportunity to connect with our fans.”

There are some fun little design elements, too, like the DQ logo working as the elf’s belt buckle, and the subtle “ugly sweater” pattern by the feet design.

So, you know, maybe we’re wrong. Maybe now is the time to start celebrating the under-appreciated Christmas elf. We’re not sure if they have a union or anything, but if they do, we’d support the cause. And if you’re a DQ customer in Texas who wants to show your support for our vertically challenged toy-makers, this is the way to go.