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I don't think the point here is about people buyingXmas pressies early, it's about the blatant advertising and sale of Xmas related goods, such as food like Xmas cakes which expire in November, Xmas decorations, and getting a Xmas feel into the store far too early.
I've always felt that the Xmas season really should start after bonfire night which gives stores 7 - 8 weeks of Xmas promotion which is ample to buy crackers, chocolates, trees, seasonal food etc All the other things are on sale all year round anyway, so there's no real issue about buying them for Xmas weeks early.
The Xmas season should mean something, it is after all a religious festival not a promotion fest for merchants to make a killing on. The point here is retail outlets should not start the season too early.
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