How Soon is Too Soon... for Holiday Shopping?

How Soon is Too Soon... for Holiday Shopping?

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Melissa Massello
Aug 9, 2017

Retailers have started to boast Christmas in July sales, but with five months to go until the actual holiday season, is it still too soon for to be pushing actual holiday shopping?

Last week, we noticed that PopSugar started promoting Halloween with a roundup of their favorite spooky porch decorations available now on Amazon Prime — "because why wait?", they asked.

And across the pond, Selfridge's department store (whose founder was the subject of the eponymous PBS drama) officially became the first department store in the world to open its festive shop — a full 147 days before Christmas day.

The Oxford Street store in London told House Beautiful UK that it hopes the early arrival of its Christmas products will appeal to summer tourists in the capital. "Father Christmas" was on hand to launch the shop on last week, which features London-inspired decorations and stocking-fillers based on this year's theme, 'With Love From'.

"We have so many customers visiting from all over the world, eager to snap up festive decorations and souvenirs on their London summer holidays which they can't buy at home," said Eleanor Gregory, Selfridges Christmas & Home Buyer.

Fortune says, however, that while American shoppers are eager to start the holiday season as early as possible, we have historically shown a bit more restraint: it's usually sometime around Labor Day that the first artificial trees begin appearing in Big Box stores. That may be because just 12% of shoppers surveyed by the National Retail Federation say they do any sort of holiday shopping before September (and just 6.5% do so that month).

An idea good enough to steal? That's what one Grinch in Arizona may now be thinking, as they nabbed a 10-foot box truck "packed to the gills" with holiday decorations headed to a local retail store, according to CBS News.

Okay readers, weigh in: When do you want to start seeing holiday stuff? Tell us in the comments!

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