I put my Cmas decors up in the nearest weekend to 1st Dec. Cmas shopping I tend to stagger out any time from now really so that there is no rush for me in December. I agree though - marketing in September is dAmn early.
I see no problem, I love mince pies and I'm happy that they are baking them in store already.
The Santa thing is a bit weird. I would guess there's probably an internal sales competition going on to see who can shift the most mince pies (Sainsbury's do that a lot, especially with the in-store bakery). There's usually a prize for the store that shows greatest sales uplift YoY.
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