why is christmas huge?

like many danish people, i was in copenhagen recently. while there, i saw this sign in a Puma store. the shoe-as-sleigh was a nice graphic touch, but there was no explanation about the headline - "Christmas is huge." i figured it would be part of a larger campaign, but so far, i've yet to be able to find anything.

a quick google search of "christmas is huge" led me to an ornament of a black bear (???), a blog post of a lonely looking fair in london, and this lovely christmas broach which, unfortunately, doesn't match ANY of my sweatshirts.

if anyone knows someone at Puma, please advise. TIA.

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