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| Christmas in July. Too soon or just right? |
But walk into some charity shops or certain retail outlets and you may already be greeted by a sight that causes some to smile and others to groan: rows of Christmas cards, festive wrapping paper, and seasonal trinkets.
So the big question is—is it ever too early to put Christmas stock out on your shelves?
The Case For Early Christmas Stock
Some businesses argue that putting Christmas stock out early is simply about being prepared, and meeting customer demand.
Christmas planning often begins well before summer ends, especially for organised shoppers who want to spread the cost of gifts, cards and decorations over several months.
Charity shops, in particular, may benefit from an early festive rollout. Many rely heavily on seasonal sales to fund their work, and having Christmas cards or gift wrap available early can catch the attention of those looking for affordable, meaningful items.
It’s also a practical issue: smaller shops often have limited storage space, so putting items on display is often more convenient than keeping them tucked away in the back.
There’s also the “nostalgia and joy” factor. For some customers, seeing Christmas stock, even in July, is a reminder of comfort, tradition and cheer.
It’s not uncommon for shoppers to pick up a few cards or stocking fillers when they see them, even if they aren’t yet fully embracing the festive spirit.
The Argument Against a Premature Festive Rush
On the other hand, many consumers see early Christmas stock as an unwelcome intrusion. The term Christmas creep, the phenomenon of retailers introducing festive merchandise earlier and earlier each year—is often used in a critical sense. Critics say it robs the season of its magic, extending it so far that it loses its specialness.
There’s also concern that early exposure can fuel unnecessary spending and seasonal stress. When you’re bombarded with Christmas messages while still shopping for summer barbecues, it can feel overwhelming or even cynical.
And then there’s the environmental argument: early stock means longer display times, which can lead to more unsold seasonal waste, particularly for lower-quality or novelty items that lose appeal quickly.
So, When Is the Right Time?
There’s no universal answer, and it often depends on your business model, space, stock levels, and customer base.
For charity shops, an early rollout in July may be pragmatic and profitable, especially for cards and smaller gift items.
For larger retailers, mid-September to early October is often seen as a more acceptable window, after the summer holidays and once the autumn mood starts to settle in.
For shoppers, it might just come down to personal tolerance. Some people are ready to embrace the magic in July, while others would rather wait until the first frost.
Ultimately, putting out Christmas stock early isn’t inherently “wrong” but it should be done with care, intention, and an understanding of your customers. A small festive corner in July might bring joy to a few and boost sales for good causes. But for others, it’s a reminder that the commercial machine never sleeps.
So next time you see Santa’s face peeking out from the shelves in the middle of summer, remember: you don’t have to buy into it, but someone else probably will.
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