Tinsel in August and pre-Christmas sales: UK festive shopping starts earlier than ever

Retail push months in advance means last-minute shoppers may risk missing out on gifts - and leads to demands for rules

When the Denbigh branch of Home Bargains put up its festive display in August it made headlines. Bah, humbug! Christmas comes too early for north Wales shoppers," said the Guardian, while the Daily Mail claimed the store was facing a backlash" over its move. Indeed, shoppers did complain it was too soon" and some suggested there should be rules on when retailers were allowed to start promoting their festive ranges.

But it turns out it wasn't just Home Bargains that was getting in the Christmas spirit months in advance of the big day. Other retailers began quietly opening their festive offerings in late summer and early autumn and the tutting householders who spoke to the Mail in Wales were not necessarily speaking for everyone. One in five shoppers told a Post Office survey that they were planning to start early this year.