Tinsel, toys, mince pies and marzipan — Christmas has truly invaded Britain and it is only October. But retailers insist the demand is out there, with some selling festive gear from as early as August.
Many customers, however, moan that it is far too soon and that Santa Claus in a shop window in September spoils the magic of Christmas for the children.
The Church of England also laments the premature burst of fairy lights and urges people not to forget the true meaning of December 25.
Harrods, the famed London department store, was one of the first to break the seal this year on the world’s biggest Christian celebration when it opened a large Christmas section on August 9.
Father Christmas even dropped in for the day, swapping Rudolph the red-nosed reindeer for Dino the seaside donkey. He will return at the slightly more seasonal date of November 5 for an annual yuletide parade.
Rival department store Selfridges flicked on the Christmas switch just nine days after Harrods on August 18, while supermarkets, toy shops and a host of other high street retailers have joined in since September.
Although the holiday is still a distant 67 days away, sales at Harrods were going well, said a spokesperson for the Knightsbridge emporium.
“We have had customers from all over the world,” he told Agence France Presse.
Efficient British Christmas shoppers, however, looked to be heavily out-numbered at this early stage by tourists searching for souvenirs from an array of sparkling decorations and carved trinkets.
“I just wanted to buy some ornaments to take home that said Harrods on it,” said Sharon Sorensen (63) from Iowa in the United States as she admired a collection of wooden angels.
One English housewife caught shopping for baubles looked rather sheepish.
“I don’t think any store should have Christmas products in before November 1 because it is too soon,” said Jane Matthews (43).
Justifying the decision to buy baubles, she said: “I would have waited until next month. It is only because they are out already that I am buying now.”
At Selfridges, a spokesperson said its so-called Christmas Shop would boast twice the range of festive gifts and decorations on offer a year ago, though most of the goods will arrive in November.
In the supermarkets, mountains of mince pies, Christmas puddings and festive biscuit tins tower over shopping aisles, where many customers are still buying summer salads and even ice creams because of the relatively mild autumn.
“I won’t be looking just yet for Christmas things, it’s too soon. The weather is still warm,” said Brenda Daniels (55) a bank supervisor shopping for groceries at Asda, a Britain-based subsidiary of the US retail giant Wal-Mart.
An Asda spokesperson, however, said the Christmas demand was strong, with seasonal cards and wrapping paper flying off the shelves.
“It must be that people are trying to stagger their spending so they are not suddenly hit with everything at once,” she said.
Tesco, Britain’s biggest retailer, loaded its shelves with festive stock at the start of October because it too wanted to let customers stockpile for the holiday season over several weeks.
“Many people are also preparing for Christmas parties, which can start in earnest in November, so they tell us that October is the time they begin planning and preparing for them,” a spokesperson said.
In addition, Christmas food is simply popular. People want to eat rich fruit cake or novelty chocolates outside December, she added.
The Church of England, however, said it would not be moving its Christmas services forward in line with the early push by retailers.
“The church does not have a problem with people enjoying themselves and having fun,” said spokesperson Steve Jenkins.
“It is good to keep Christmas in the forefront of people’s minds, but it is also good if those who are using it to boost their sales make it clear what the true meaning of Christmas is,” he said, referring to the birth of Jesus Christ.
The church will be celebrating Christmas from the end of November, when advent begins, to the Epiphany on January 6. – AFP