Online shop - Page structure and seasonal products

Hi,

Just looking for a bit of direction with regards to season product listings.

My thinking is...

Obviously I would not want to advertise stuff for christmas all year round (or would I?) but I would also not want to totally neglect the christmas page from my internal linking structure, as when christmas roles around it will basically have been "ignored" for the best part of a year and have got no benefit of year round optimisation.

Does anyone have any experience in this? Should I just hide it away in the sitemap, keep it in the menus or just remove it entirely and push it starting early November?

Any help would be greatly appreciated.

Thanks,
Alex

Dependant on products, could it be re-labelled as gift ideas until September, then update and change the site, allowing for Google to realise and customers to start purchasing mid - late October. Failing that perhaps the use of a sub section where clients are less likely to find and or use it.