The holidays have a way of sneaking up on us every year, softly at first like a hint of cinnamon in the air, and then all at once in full sparkle and motion. At Sunset, this season arrives not just with twinkling lights and festive playlists, but with a flurry of orders, proofs, rush approvals, shipping labels, and stacks of tiny, perfect details piling up around us.

It’s our busiest time of the year. A little chaotic, a little magical, and somehow still our favorite.

There’s something special about knowing that what we create here will end up under trees, inside envelopes, on tables, in stockings, and tied up with bows. Every tag, every card, every label, every single print run is a small piece of someone else’s holiday tradition. We get to ship the little things that help make the holidays sparkle, and that never gets old.

In the middle of the whirlwind, we joke that we turn into elves this time of year. Not the kind with pointy hats and jingling bells (although the coffee intake could rival the North Pole), but the kind who work quietly and carefully behind the scenes, making sure magic arrives right on time. Proofing, trimming, packing, calibrating, coordinating, every step is part of a bigger moment we may never fully see, but get to be part of nonetheless.

As the sun sets earlier and the sky glows with those deep winter hues, we’re reminded why we do what we do. It isn’t just about ink and paper. It’s about connection, celebration, memory, and the joy tucked inside the details.

So yes, we’re busy. We’re moving fast. We’re surrounded by orders and deadlines and the hum of machines working overtime. But we’re also incredibly grateful.

And if being a little bit of an elf means helping the world feel a little more magical this season, we’re more than happy to lean into it.

From all of us at Sunset, thank you for letting us be part of your holidays.

Check out our video of all of our elves in action making your holiday bright.