It’s that time of year again—it’s time Mariah Carey to make her grand return and officially signal the start of the holiday season. On November 1, 2025, the five-time Grammy-winning singer, songwriter, and self-proclaimed “Queen of Christmas” once again broke the internet with her now-iconic phrase: “It’s time!”
At exactly midnight Eastern Time, Mariah Carey dropped her annual “It’s Time” video across Instagram, TikTok, and YouTube, melting away Halloween and ushering in Christmas magic. The post immediately went viral, marking the unofficial but universally accepted start of the festive season in America.
Within minutes, hashtags like #ItsTime, #MariahCarey, and #AllIWantForChristmasIsYou were trending globally. Fans declared that the holiday season had officially begun—not because of the calendar, but because Mariah Carey said so.
Mariah Carey’s 2025 “It’s Time” Video: Bigger, Brighter, and Bolder
This year’s “It’s Time” announcement didn’t just deliver holiday cheer—it delivered a full cinematic experience. The 2025 video, which premiered on Carey’s official channels at 12:00 a.m., shows her encased in a block of sparkling “ice,” surrounded by mechanical snowflakes spinning to the beat of her classic hit All I Want for Christmas Is You.
As the camera zooms in, the ice begins to crack. Carey’s unmistakable voice belts out the words, “It’s tiiiiiiiime!”—a note that instantly sends chills down fans’ spines. The ice explodes into a glittering storm, revealing Mariah in a breathtaking crystal-studded Dolce & Gabbana gown and matching snowflake crown.
The 2025 version was directed by Joseph Kahn, who has worked with Carey on previous projects. The production took place in Los Angeles and featured over 100 crew members and state-of-the-art visual effects, making it her most ambitious “It’s Time” reveal yet.
Within six hours, the clip surpassed 40 million views across platforms, proving once again that nobody welcomes Christmas like Mariah Carey.
The Story Behind the “It’s Time” Tradition
The phrase “It’s Time” first became a pop culture phenomenon in 2021, when Carey playfully leaned into internet memes about her being “defrosted” every November. Fans joked that she hibernated all year until Halloween ended, then emerged to take over radio and streaming charts with All I Want for Christmas Is You.
Instead of ignoring the joke, Carey embraced it—transforming it into an annual tradition. Each November 1, she shares a new themed video featuring herself “defrosting” or “unfreezing,” signaling that the holiday season has officially begun.
The 2021 video showed her melting out of an ice cube with a hairdryer. In 2022, she appeared inside a frozen snow globe. By 2023, she took the idea even further—transforming into a sparkling frost queen who blew away cobwebs and pumpkins to the beat of her Christmas anthem.
Now, in 2025, the ritual has evolved into a full-scale celebration watched by millions of people around the world.
The Moment “All I Want for Christmas Is You” Returns to the Charts
As soon as the “It’s Time” video drops, one thing always follows: the return of All I Want for Christmas Is You to the top of the charts.
Within 12 hours of the 2025 announcement, the song re-entered Spotify’s Global Top 10, landing at No. 6 by noon on November 1. On Apple Music, it hit No. 1 in 19 countries, including the United States, Canada, and the U.K.
The track’s enduring success is nothing short of remarkable. Originally released in 1994 on her holiday album Merry Christmas, the song has become the most-streamed Christmas song of all time, surpassing 1.8 billion Spotify streams as of this week.
It has also:
- Reached No. 1 on the Billboard Hot 100 every holiday season since 2019.
- Earned Carey over $75 million in royalties worldwide.
- Been certified Diamond by the RIAA for over 10 million U.S. sales.
This annual resurgence makes Mariah Carey the only artist in history to dominate the charts in the same season every year for over two decades.
Inside the “It’s Time” 2025 Concept: A Celebration of Light and Joy
Mariah Carey’s creative team says the theme of this year’s “It’s Time” video was “Light Returns.” The concept represents both the start of the holiday season and the spirit of joy that her music brings every year.
In the video’s final moments, Carey steps out of the shattered ice, surrounded by a group of child dancers dressed as Christmas ornaments. The background transforms into a snowy landscape filled with glowing stars, and Mariah waves a wand that reads “JOY” in sparkling letters.
Fans noticed a subtle nod to her earlier videos—particularly the 1994 All I Want for Christmas Is You music video, which featured similar imagery of red, white, and gold decorations.
Her stylist Colleen Atwood revealed that Carey’s crystal gown contained more than 20,000 hand-applied rhinestones, and the snowflake crown was custom-built to resemble a halo of frosted light.
Mariah Carey’s 2025 Holiday Tour: “Merry & Bright”
Alongside her viral announcement, Mariah Carey officially launched her 2025 holiday tour, titled “Merry & Bright: A Christmas Celebration.”
The tour kicks off on November 20, 2025, in Chicago, Illinois, and runs through December 22, with a grand finale performance at Madison Square Garden in New York City.
Here’s a look at the confirmed U.S. tour schedule:
| Date | City | Venue |
|---|---|---|
| Nov. 20 | Chicago, IL | United Center |
| Nov. 24 | Los Angeles, CA | Crypto.com Arena |
| Nov. 29 | Dallas, TX | American Airlines Center |
| Dec. 6 | Atlanta, GA | State Farm Arena |
| Dec. 15 | Toronto, ON | Scotiabank Arena |
| Dec. 22 | New York, NY | Madison Square Garden |
The show will feature Carey’s most beloved holiday songs, including Oh Santa!, Christmas (Baby Please Come Home), and of course, All I Want for Christmas Is You.
Exclusive behind-the-scenes footage posted on her Instagram Stories shows rehearsals with a full orchestra, gospel choir, and dazzling snow-themed stage sets.
Why “It’s Time Mariah Carey” Marks the Real Start of Christmas
For many Americans, Mariah Carey’s “It’s Time” moment is the unofficial start of the holiday season—often more anticipated than the lighting of the Rockefeller Center Christmas Tree or the first Starbucks holiday cup.
Retailers, radio stations, and streaming platforms all time their Christmas rollouts around her announcement:
- Radio stations across the country switch to holiday playlists on November 1.
- Retail chains like Target, Walmart, and Macy’s begin their holiday campaigns within 48 hours of the video drop.
- Streaming services see a surge in Christmas playlists, with Carey’s hits leading nearly all of them.
Even brands join in on the fun. This year, Amazon Music, Starbucks, and Spotify posted playful tweets the moment Mariah’s video went live—each acknowledging her as the unofficial ruler of Christmas.
Fan Reactions: The Internet Lights Up
Social media erupted the moment Mariah Carey said the words “It’s time.” Within minutes, memes, fan videos, and celebratory posts filled timelines across the U.S.
Popular fan reactions included:
- “Halloween ends. Mariah Carey awakens. Balance is restored.”
- “She doesn’t need a calendar—she IS the calendar.”
- “Mariah Carey just started the holiday season faster than Santa’s sleigh.”
By Friday afternoon, #MariahCarey had trended at No. 1 on X in 28 countries. TikTok creators used her video clip to soundtrack tree-decorating montages, hot chocolate recipes, and cozy winter outfit transitions.
The Enduring Power of “All I Want for Christmas Is You”
More than 30 years after its release, All I Want for Christmas Is You continues to be America’s favorite holiday song. Its timeless blend of nostalgia and joy transcends generations, appealing to both lifelong fans and new listeners alike.
What makes it so powerful? Experts point to its upbeat melody, universal message of love, and the way it blends classic and modern holiday sounds. But most fans agree—it’s Mariah’s unmistakable voice and playful spirit that make the song magic.
As one fan posted on X, “There’s just something about hearing that opening bell sound—it feels like Christmas instantly.”
Mariah’s Message to Fans
Shortly after posting her 2025 “It’s Time” video, Mariah Carey hosted a brief live session on Instagram to thank fans for their continued support.
“Every year, I’m overwhelmed by the love and excitement this brings,” she said. “I make these videos because I truly love Christmas—it’s about joy, kindness, and celebrating with the people who make you happy.”
She also teased the possibility of new holiday music in 2026, saying she’s “always working on something festive.”
Final Thoughts
So yes—it’s time, Mariah Carey! The Queen of Christmas has once again brought the sparkle, the music, and the holiday cheer that Americans wait for all year long. From her dazzling 2025 “It’s Time” video to her upcoming “Merry & Bright” tour, Mariah has reminded everyone that Christmas isn’t just a date—it’s a feeling.
What do you think of Mariah Carey’s 2025 “It’s Time” video? Share your thoughts in the comments below and tell us how you’re kicking off your holiday season!