July is the new December

The Christmas bells are in full swing

When I learnt that London’s top two retail department stores, Harrods and Selfridges, had unleashed their Christmas decorations in July, I wasn’t surprised – I was disappointed. Bringing out the tinsel a whole 145 days before the jolly man actually appears just seems ludicrous to me. Are we now expected to keep the festive goodwill alive for five months at a time? Albeit, an early Christmas countdown is not unusual – it’s not unheard of to see the odd sparkly bauble glistening in a shop window come the end of September or early October. And if you’re anything like me, when you do catch a glimpse of one, or hang up your first decoration, you’ll feel that automatic tingle of warmth and excitement bubble up and out, thinking “The festive season is anon!”

However, if I had seen a gold star or angel staring out at me from a shop window back in July, I don’t know what I would have thought or said to the retailer who was partaking in such a festive folly. There would’ve been no warming, bubbling feeling, that’s for sure!

So why did these large London department stores embark on a Christmas frenzy so early? Because of tourists and the Olympics, according to the UK’s Independent newspaper. The paper reported that due to the weakened British pound, and in the build-up to the 2012 Olympic Games, the stores are hoping to take advantage of an influx of visitors to London, in order to maximise Christmas sales opportunities.

However, on the same day that Selfridges launched their Christmas shopping section, a UK retail analyst company – Retail Eyes – released its Christmas figure predictions. Simon Boydell, their marketing manager, told Ben Sillitoe, journalist for the UK’s Retail Gazette, that most shoppers wouldn’t be buying presents early. “While our stats show that some people have started their festive shopping, it’s a very low proportion, with even fewer (2.9 %) buying goods in August,” said Boydell. “Our research shows that the real demand will come towards the end of the year.

“One of the dangers with stocking so early is that stores could become dull and unappealing to consumers,” he added.

It was thus pleasing to note that we Kiwis and fellow Aussies haven’t followed this early-bird suit. David Jones has just launched its Christmas shop across the ditch – a late-September introduction – and Santa still hasn’t arrived on Auckland’s Queen Street, thank goodness!

Call me old-fashioned, or a sucker for tradition, but I do feel that somethings do need tighter preservation. Turkey, cranberry sauce, pine needles and extended family around the table just wouldn’t have the same stigma and nostalgic appeal if we had them on the brain six months in advance. Nor, I’m sure – having worked in many a retail store myself – would our employees enjoy listening to ‘Oh Holy Night’ three times a day, every day, for half a year! Whatever your Christmas plan of attack, be you a September/October decorator, or a November/December stylist, I wish you and your staff, family and friends a very merry season ahead.

Before I depart, I wish to introduce Catherine Murray to the GiftBuyer family, as our new sales and advertising manager. Catherine is an experienced journalist. She and her husband own a butchery and deli in Milford and they have two beautiful sons that also keep them busy – plus she’s a lovely, kind person to boot! Welcome aboard.

Till next time,
Dyani

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