Yes, it’s that time of year again when the newspapers with little else to write about resort to reporting that the Selfridges Christmas store is about to open. If anything I think they are reporting this a few weeks earlier than last year even though according to the stories I’ve read the store isn’t actually due to open until August 2nd. Of course no locals are likely to be buying Christmas goods in August, it’s really there to give foreign tourists an opportunity to take something home to remember their trip to London at Christmas.
As far as I’m concerned we should be celebrating the festivals and seasons according to the calendar. Am I alone in being annoyed at seeing hot cross buns for sale in Waitrose in July? Doesn’t this make them less special at Easter? Thankfully the Italians are wiser about this and there’s no sign of Panettone on the shelves of Waitrose yet. I maintain that no reasonable person should ever consider starting their Christmas shopping until after Bonfire Night.
Help me track the early signs of Christmas. If you spot a ridiculously early Christmas marketing campaign please leave a comment or drop me an e-mail and I’ll look into it.
Let’s keep Christmas special this year.