Benjamin Zand and Melissa Wong: It's beginning to look a lot like Christmas

IT MIGHT be October, but it seems in the world of retail, especially in these financially troubled times, it is never too early to start dreaming of Christmas.

One of the warning signs is already popping up on national TV, with Tesco starting its assault on the Christmas market with an admittedly low-key advert in which James Nesbitt informs customers that toys such as Transformers and teddy bears are now in stock. Perhaps aware of the potential backlash, Tesco is savvy enough to point out that while it might be a little early, there was nothing wrong with being prepared.

Is it too early for shops to start selling Christmas cards and decorations? Vote here

That may be true, but there is a lingering feeling when an advert for Christmas appears in October that it's just a little premature. Hallowe'en hasn't even happened yet, there's still Bonfire Night to enjoy and there's almost a quarter of the year left before it's time to dust off the stockings, put up the tree and cover the house in fake snow.

Four years ago, there was something of an outcry over Christmas adverts appearing in early November, with the Advertising Standards Authority bombarded with complaints that companies advertising Christmas so early were being "socially irresponsible" and putting an unnecessary burden on families struggling just to survive.

The message obviously didn't get through since now the shops are starting even earlier, but is October too early to start selling Christmas? Or are consumers crying out for an even earlier start to the seasonal shopping madness?

Jenners in Princes Street has been one of the first to get into the festive spirit this year, opening its Christmas shop more than a week ago.

There shoppers can buy everything from trees and baubles to tinsel, cards and wrapping paper, as well as some very exclusive gifts. While they might have avoided piping seasonal jingles over the loudspeakers just yet, staff admit they will be decorating the rest of the store "pretty soon".

Along the road at John Lewis, fake trees are already among the big sellers. Yesterday, two customers admiring the Pre-lit Snowy Paper Christmas Tree at 75 were ready to start spending. "I remember this tree, it sold out last year," said one. "We should get it now if we want it."

So is this demand driven by the stores themselves, or are they simply responding to what shoppers want? The Edinburgh store has sold out of some brands of Christmas cards already.

A John Lewis spokesman adds: "John Lewis' Christmas shop launches at the beginning of October. This has been the case for many years and is in response to customer demand."

One staff member explains: "The reason we put the stuff out early is because of high demand for the goods."

Poundland in Nicolson Street has also been doing a brisk trade in Christmas cards, decorations and table-top trees since they went on display last week.

Of course, not every store is up and running for Christmas yet, with a few preferring to hold off, although only for a week or so.

Marks & Spencer plans to open its Christmas shop next Monday, its regular start time, while Harvey Nichols will start its decorations at the end of the month. BHS on Princes Street says it will not be decorating the store for Christmas until November, although there is a small "teaser" section at the moment.

Kevin Stewart, press and marketing director at Harvey Nichols, says the store starts at the same time every year. "I think it's generally the customers who start to build up to Christmas and our store follows, with many people buying things at the end of October," he says.

"People often like it to be early because they like to get it out the way."

Of course, Edinburgh is no stranger to unseasonal Christmas shopping, with the Royal Mile hosting Ye Olde Christmas Shop, where owner Christopher Smyth has been selling seasonal goodies all year round for more than a decade. "I've been doing this for 12 years and this is not early," he says. "Everybody gets ready for it in September and it's never made a difference to my business."

It seems that while Christmas adverts in October are bound to prompt groans, plenty of us are more than happy to start our seasonal shopping as early as possible.

Bargain hunt

IT COMES but once a year, but it seems to start earlier and earlier each time.

Several city stores have already started stocking their seasonal range of trees, baubles, tinsel, cards and decorations, so if you want to get your shopping started early, here is a taster of what is on offer.

Jenners Princes Street:

Christmas tree - average price 55, with a free set of 20 glass baubles.

Tree decorations - range from 3 to 10

Tinsel - 6

Cards - range from 70p to 5

John Lewis St James Centre:

Christmas trees - range from 75 to 130. Best-selling tree is the Pre-lit Snowy Paper Christmas Tree' at 75.

Tree decorations - range from 2 to 5

Stockings - 10 to 1

Door wreaths - 12 to 25

M&S Princes Street:

Wrapping paper - 3.50 (3 for 2)

Cards - 4 (3 for 2)

The Works Princes Street:

Tinsel - 99p

Hats - 99p

Door hanger bells - 1.99

Baubles - 1.99

BHS Princes Street:

Wrapping paper - 5.60

Advent calendar - 3.50

Cards - 3.50