If I have a product that doesn’t depend on Christmas business, then I wouldn’t advertise over Christmas. All the retail hype and advertising just drowns everyone else out unless you have the money to shout as loud as anyone else or find the right advertising channel that doesn’t have the noise.
It all comes down to the original communications model. Sender -> Message -> Receiver and then all the noise. You want to find the right channel to minimize the noise. At Christmas the noise is everywhere in all the channels.