I don’t know about you, but I’m pretty sure that last time I checked it was still October. That month slap in the middle of AUTUMN. Venture into the shops though and you’d be mistaken that you’d fallen asleep for 6 weeks and had woken up as Christmas was here. Fairy lights and baubles have started to appear. Signs and shop windows declare the looming imminence of Christmas in a way that would make a host of angels on a hillside look subtle. In M&S I heard staff discussing the need to put a poster up of David Gandy in his pants though, so it’s not all bad.
Last week I was shopping with Noodles in Mothercare. (By “shopping” I actually mean following Noodles up and down the aisles until he decided we could eventually go home.) The store was festooned with festive decorations: tinsel, fake presents, clothes with Christmas puddings and snowmen on them. Simply stepping across the threshold I got Noddy Holder tinnitus: “IT’S CHRIIIIIIIISTMAAAAAAAS!!!”
And then I heard it…the sound of Jingle Bells!!! The store was already playing Christmas music!!!
“Oh my God,” I said to an assistant. “I can’t believe you’ve got Christmas music on already.”
I expected her to roll her eyes at the prospect of having cutesy kids Christmas tunes played on a loop for the next two months. Personally I was already starting to twitch on her behalf.
“Yeah, but it’s the season, innit?”
Well, here’s the thing, world of retail, it’s really not! I’m lucky to get 6 hours undisturbed sleep, not 6 weeks. I may be sleep-deprived but I’m definitely sure it’s still October and thus very much NOT the season.
Don’t think we see what you’re doing too. We see you sneaking rolls of Christmas wrap by the tills in late August. We realise that September brings the first sightings of the Roses selection box. We know that the second you whip the school uniforms away the day the schools go back (which is beyond annoying as it’s only then that you realise that you’ve bought the wrong size/the knees in the trousers have failed survive the playground/they’ve already lost their jumper and need a replacement) the Christmas onslaught is going to begin in earnest.
And here’s the thing, retailers, we’re not stupid. We know when Christmas is. It’s the same every year after all. Those who want to get organised can do so just as well without the decorations going up before the leaves on the trees have turned brown. We don’t need the gift sets out until December because those things are only bought as panic buys for the great aunt you only see once a year/Secret Santa purchases for the colleague you don’t know very well/donations for the school fête. None of those purchases happen until they really desperately need to, so none of that stuff needs to be given precious store space until December. Put your Racing Grannies and lavender drawer sachets away for now and let us carry on as normal.
Ditto the food. Are people really stock-piling frozen sausage rolls and turkey? If they are, how come Christmas Eve is a battleground of supermarket shopping. That’s when you need the abundance of Brussels sprouts. Not now.
And Mothercare…please please don’t get the kids uber excited about Christmas yet. It’s like starting a long car journey and telling them we’re nearly there as we back out of the drive.
Kids know what toys there are. They’re also greedy and fickle. We know, retailers, that you are also greedy and have a lot to gain from force-feeding images of all the wonders Christmas can bring. But have some sympathy for the parents. There’s nothing worse than thinking you’re organised with gifts hidden in the loft by October only for the Number 1 Item of Desire to change on 23rd December. And if you do insist on luring our kids into really really really really really really wanting whatever’s the top of your let’s-shift-this-shit marketing campaign, for the love of God make it readily available and in plentiful supply. Toy frenzies might make good news stories, but they make for miserable Christmases.
It’s too late for this year. But have a thought before 2017, retailers. Let us have an autumn. We’ll still buy just as much tut by the time Christmas rolls round, but we might be less inclined to turn into the Grinch about it all. Plus, Mothercare, Noodles got so excited about your fake presents he destroyed two of them hoping to find goodies inside. Good luck having any left by Christmas.
It’s not hard: just hold back on the Jingle Bells in October. The David Gandy poster can stay though.