Shops get in Christmas spirit . . . in September

Published on Tuesday 29 September 2009 10:23

SHELVES packed with cards, wrapping paper and gifts for all generations, Christmas has officially arrived in Edinburgh.

And yes, it is still September.

Like it or loath it, there is no escaping the faint sound of jingle bells in the air as the Capital's major retailers clear the decks to make way for their most sparkling stock of the year – almost 12 weeks ahead of the big day.

Sue Farrer, sales manager at Jenners, said: "It's never too early for Christmas. It makes people happy and after the many downers of this year, I think people will make a lot of their celebrations in 2009."

Customers crept under safety barriers at the famous department store on Friday while staff set up its Christmas displays, carefully arranging shiny baubles and lavish decorations into piles, also displaying boxes of luxury crackers, garlands of tinsel and rows and rows of festive stock.

Mrs Farrer said: "They were crawling underneath the barriers or moving them aside while we were setting up. Some were leaning over to take stock off the tables. It was like the first day of the sales.

"There were people of all ages, from young couples to pensioners, all keen to get to the items.

"Of course, we have had people saying it's too early for Christmas, but by Sunday, we had to restock the shelves."

Jenners is just one of Edinburgh's major retailers to have introduced Christmas stock into its stores in September, with Marks and Spencer, BHS and Clinton Cards among the others.

With Hallowe'en still a month away, some shoppers in the city yesterday criticised retailers, accusing them of being premature with their festive enthusiasm and taking the fun out of the event.

Lorna McCrae, 36, a mother-of-one from Easter Road, said: "Hallowe'en has not even arrived yet. I feel things have started too early and when you start hearing Christmas music in shops months beforehand, you can be fed up of the event by the time it arrives."

Retail experts, however, insisted the early introduction of Christmas stock was a direct result of customer demand, particularly with many shoppers wishing to spread the cost over many months.

Krishan Rama, from the Scottish Retail Consortium, said: "If there was no demand, the retailers would not be doing this.

"Shoppers seem to want to spread the cost of Christmas over a longer period this year and that is why there is such a demand.

"People are still being very cautious with their spending though, owing to uncertainty about jobs."

In 2008, the country recorded its lowest Christmas retail spending for 14 years, with sales hitting the high street ahead of the traditional January period in a bid to boost trade.

Retailers are expected to be more calculated with levels of stock this year, owing to the impact of the recession.

Your Say: Is September too early for Christmas?

Michael Stewart, 38, unemployed, Currie: "I think it's disturbing that Christmas has become the absolute cornerstone of the retail economy."

Gill Williamson, 41, marketing manager, West Savile Road: "It is absolutely too early. I have young children and if Christmas starts now, it lasts for a very long time."

Evelyn Robertson, 66, retired, Orchard Bank: "I am organising cards at the moment, so I can get them sent abroad, but starting Christmas shopping in September is ridiculous."