It's not Christmas yet—so why is half the high street already acting as if it is?by Grace Holliday / November 18, 2019 / Leave a comment
Council workers on rickety ladders are hanging high street decorations, the latest #aww seasonal advert are circulating social media, and a heaving display of self-satisfied mince pies stands in your local supermarket’s entrance.
Yet, your neighbour’s last box of fireworks is going off down the road, and you’ve still got to get around to throwing away that decaying pumpkin by your front door.
Once again, the Christmas season has spluttered into full, groaning action in November, smushed up ever closer with Halloween and Bonfire Night. Barely out of October and a litany of festive events marked the calendars, with shopping centres, markets, concerts and parties all scrapping for attention. Well, I say events, but let’s call them what they are: advertising campaigns, designed to draw out the crowds and their money.
“Whatever approach you decide to take, delighting your audience should be the most crucial aspect of your campaign,” reads one agency’s ‘How to plan your 2019 Christmas Marketing Campaign’ guide. I feel many things while I’m browsing the discounted swimwear in TK Maxx in October and Chris Rea pipes up. Delight is certainly not one of them.
A 90’s baby, I was screeched at by the broadband if I tried to call my friend while my mum was on the computer, and screeched at by my mum if I played Christmas songs on the computer before December 1st. As such, I was indoctrinated with the belief that the festive season begins in December, and not a day sooner.
Today, I’m neither an obsessive or a scrooge. To be honest, I’m mostly in it for the cheese and time off work. But I do get snarky when a Christmas song or advert or hysterical countdown from two streets away is forced on me before I’m ready.
The fact is, it’s just no fun to celebrate Christmas for ten weeks. The novelty wears off too soon; the glittery sheen gets scratched away.
But each year, the season encroaches just a little more on the Autumn months. In 2009, Manchester Christmas Markets arrived on November 18th. A decade passed, and they arrived ten days earlier this year. The Leeds Christmas Lights switch-on this year was just two nights after bonfire night, on November 7th. In central London, a Fortnum and…